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How do consumer insights fuel our innovation?
“I ended up tasting my starter during my dessert!”
Mita Shaha, who works in our Consumer Healthcare business, will never forget hearing these words when she met one denture wearer for the first time. Getting a taste of French onion soup while enjoying your chocolate pudding is an experience she works to avoid, by listening to consumers and helping to redesign our denture products so they are more in tune with what people need.
A brew for the flu
Electric kettles are rarely found in US homes, due in part to the lower household voltage. But they do tend to have coffee-pod machines. In fact, 30% of American households have a Keurig machine – a system for brewing hot and cold drinks, most famous for its coffee-pods. So we created Theraflu PowerPods, which provide our soothing flu medicine at the touch of a button.
Mita still remembers a consumer who had worn dentures for a decade but never told their partner. So it’s vital to always stay focused on the consumer and what would help make their lives better.
Having gleaned this initial insight the team spent four years working to capture qualitative and quantitative insights from denture-wearing consumers to test new ways to deliver denture adhesives – the sticky substance which helps the denture to stay in place.
We use our Consumer Sensory Labs and Health Hub panel (an online community of consumers across the world who are involved in concept testing and focus groups) to gather feedback on our ideas for redesigning consumer products.
Based on these insights, our scientists redesigned the nozzle for Polident Max Seal, to deliver a narrower stream of adhesive which is easy to use and control.
“By identifying this unmet consumer need, the redesigned nozzle developed by our scientists will improve the everyday consumer experience,” says Mita.
” We used different criteria to help develop and refine the applicator design along the way… but it was the consumer insights that helped us really refine the final product.”
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