Data Analysis
Vitaco Health
CHALLENGE
Understanding consumer needs with bespoke market research
With years of experience in the premium health industry and home to Australia and New Zealand’s most trusted health foods, Vitaco Health are driven by an obsession to innovate with scientifically supported and proven products.
Over the past two years, Vitaco has partnered with CyberMarts leveraging their ResTech solutions to conduct bespoke research projects – generating new and innovative ideas towards strategic product expansion. Combined with real time reporting and human insights they have the ability to delve deeper into consumer mindsets and verify reporting directly from end users point of view.
Empowering a healthier life with a customer first mindset
Vitaco’s ongoing partnership with CyberMarts is driven by two key areas:
Quality panel insights – in-depth profiling empowers Vitaco to target key audiences i.e. female buyers of a certain age with specific purchase patterns
Platform technology – with bespoke platform solutions Vitaco finds confidence in real-time reporting and the ability to quickly understand the latest insights from end users
SOLUTION
A holistic approach to full market analysis
A 2-phase project was implemented leveraging both qualitative and a quantitative study.
From the ideas generated as part of an initial interview phase, we worked with Vitaco on conducting surveys to validate key insights or assumptions based on consumer preferences – factors such as:
Product naming convention
Understanding how consumers engage with functional naming vs. conceptual naming.
Product concept
testing
Validating new ideas and their simplicity – to understanding the most sought after key ingredients.
Optimising marketing communications
Identifying which marketing claims resonate the most to provide groundwork for success in future NPD launches.
OUTCOME
Securing success with actionable results
Through CyberMarts’s combined product offering Vitaco was able to ask the right questions of the right people and define strategic recommendations relating to:
The profile of the premium health buyer – customer segments to target and how to market to them.
Identifying key product ingredients – highlighting the most sought after ingredients across multiple product segments.
Recommendations on product packaging – consumer interest in seeing more functional naming for products ‘Tell me what it is and how it is’ – simple works best.
