Key takeaways

Pharmalp aimed to introduce four distinct new food supplement concepts to the market. With Switzerland offering significant potential, delivering a clear message and designing compelling packaging were essential to establishing a strong presence in the highly competitive landscape. 

By leveraging Smartinterview, Pharmalp gained deep insights into why two of their products achieved the highest appeal in their lineup. By integrating automated AI-driven qualitative interviews into their survey, they were able to uncover valuable consumer perceptions and preferences.

Here is a translated extract of a target respondent from a smartinterview automated conversation.

Introducing Pharmalp

Pharmalp, a Swiss company based in Valais, specializes in natural health solutions, with a focus on probiotics and plant-based products. Committed to innovation, they develop scientifically backed formulas that support immune health, digestive balance, and overall well-being, harnessing the power of Alpine plant extracts.

Adopting food supplements

The study was designed to focus on consumers open to food supplements and energy drinks, recognizing that successful adoption requires precise messaging and effective customer segmentation.

By integrating Smartinterview, we extracted qualitative insights in a fraction of the time traditional methods would require. What typically takes weeks was achieved at scale through automated voice AI moderation.

Increased capacity for qualitative research

While conventional qualitative research involves 20–30 participants, Smartinterview projects often exceed 10 to 100 times that number. Moreover, its multilingual capabilities (Swiss German and French) enabled cross-market insights, allowing Pharmalp to make smart, data-driven decisions beyond quantitative research alone.

Here is what we found out:

· One of the tested product concepts (1) was highly polarizing, generating negative perceptions, while another (2) appealed to a niche segment. The third concept was predominantly favored by women.

· Some of Pharmalp' initial wording choices triggered negative reactions, whereas overlooked concepts had strong purchase potential. AI-generated questions provided deep insights into consumer sentiment, revealing key drivers behind their preferences.

Simultaneous research

Integrating qualitative research into quantitative studies is highly valuable but often limited by budget and time constraints, especially for clients conducting flash polls or rapid-turnaround research. Smartinterview overcomes these challenges by capturing qualitative insights in real time, providing a deeper understanding of consumer responses. This approach not only enhances the richness of the data but also helps identify potential flaws in survey design—such as asking the wrong questions or offering inadequate answer choices—before they impact results.

 "Smartinterview allowed us to uncover unexpected insights for Pharmalp while confirming critical points that needed validation"

—  Marinette Dalbard, Market Research Director explained.

Qualitative research at scale

This approach proved essential in Pharmalp’s project, where they aimed to refine their competitive strategy and market entry for their new concept supplement. 

By seamlessly integrating qualitative insights, Smartinterview enabled Pharmalp to make more informed strategic decisions.

The study focused on:

• Validating concept understanding, credibility, and brand fit

• Exploring projected usage, benefits, and key touchpoints

• Measuring overall and variant-specific appeal

• Defining optimal pricing

• Identifying key drivers and barriers

Using SmartInterview, Pharmalp was able to gather unexpected insights and validate critical aspects of its formulations. Instead of relying solely on traditional surveys, the tool allowed them to integrate rich qualitative feedback with quantitative data, helping them pinpoint areas for improvement with precision.

"Smartinterview provided us with invaluable insights that helped us refine our market entry strategy. By combining qualitative depth with quantitative validation, we gained a clearer understanding of consumer perceptions, needs, and potential barriers. This approach allowed us to optimize our product positioning and ensure stronger alignment with our target audience."

— Dorothée Sineux, Co-CEO, Pharmalp

One of the key takeaways was the importance of relevance in perceived benefits. Consumers expressed concerns that some benefits did not align with their needs, impacting overall product appeal. 

Additionally, ingredient communication emerged as a critical factor—while the lists were clear, consumers wanted a stronger link between ingredients and their specific benefits. Thus, some images could be adjusted to better reflect the product's intended use.

The area of improvement for the concept has been described completely.

Smartinterview allowed Pharmalp to get 3x deeper insight (number of words) using voice and AI compared to classic open-ended responses:

• “This stick is practical to carry”

• “Missing details about the products”

• “I remain doubtful that the process can guarantee that the active principles and victamies are preserved”

• “I can take it because its natural and without additives”

Consumers noted that format and usability were key considerations. Ensuring ease of use and clear benefit differentiation could enhance consumer adoption and loyalty.

Conclusion

SmartInterview is revolutionizing how food supplements concept companies such as Pharmalp connect with potential clients, blending rich qualitative insights with quantitative validation—all in a fraction of the time traditional research requires. 

With SmartInterview, they can uncover actionable insights, refine their products, and truly resonate with their audience. 

Curious to see how SmartInterview can transform your research and development efforts? Register for a demo today by clicking on the button at the top. 

It’s an opportunity to better align your products with consumer needs by refining your proposition directly from customer voices.