How Pharmalp validated the pricing and positioning of its new health products.
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Challenge
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.
"Smartinterview allowed us to reveal unexpected insights for Pharmalp while confirming critical points that needed validation"
Marinette Dalbard, Directrice Market Research, a expliqué.
This approach proved essential in Pharmalp’s project, where they aimed to refine their competitive strategy and market entry for their new concept supplement.
The study had to validate several elements related to concepts and prices:
Validate concept understanding, credibility, and brand fit
Explore the intended use, benefits and key touchpoints
Measure overall and variant appeal
Define the optimal price
Identify the main drivers and obstacles
What smartinterview allowed
One of the product concepts tested (1) was highly divisive, generating negative perceptions, while another (2) appealed to a niche segment. The third concept was mainly favoured by women.
Some of Pharmalp's initial formulation choices garnered negative reactions, while overlooked concepts had high purchasing potential. The AI-generated questions provided in-depth insights into how consumers felt, revealing the key drivers of their preferences.
Integrating qualitative research into quantitative studies is very valuable, but often limited by budget and time constraints. This approach not only enriches the data, but also helps to identify the right questions to ask and identify the right answer choices to maximize the quality of the results.
Outcome
Consumers noted that format and usability were key criteria. Ensuring ease of use and clear differentiation of benefits could strengthen consumer adoption and loyalty.
Pastille des alpes, energy, one of the products launched
"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
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.
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.
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.
Link to the products launched at the end of the study:
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.
Conclusion
SmartInterview is revolutionizing speed, depth and price of how food supplements concept companies such as Pharmalp could test concepts and price 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.
