Case Study
OTC Medicine Packaging Study
By Jay Thordarson
A clean medicine company wanted to understand general behaviors among OTC medicine purchasers and conduct a monadic concept test for four unique packaging designs for their product, as well as a separate monadic concept test for three unique positioning territories.
The Challenge
Understand general behaviors among OTC medicine purchasers.
Quantitative
N=1502 online in February 2023, random sample of Americans aged 25+
LOI: 20 mins
Qualitative
N = 9, parent of any children 11 years or younger, a parent of only children aged 12 or older, or a non-parent. Must have purchased OTC medicines in the past 6 months.
LOI: 60mins
The Solution
The client leveraged Logit's quant and quaI capabilities, digging further into consumer insights around efficacy, clean medicine and consumer shopping behaviors.
The Results
Price is an important driver of choice, but efficacy and ingredients are also playing a central role as well as other issues. There appears to be very low levels of brand loyalty among OTC shoppers creating both a challenge and opportunity.
Clean medicine is not at the forefront of driving OTC choice today but there is potential future opportunity.
Overall, the three territories evaluated were viewed positively by OTC consumers and clearly communicated a strong feeling and association with the product and clean medicine.
Without compromising on data integrity and research objectives, we were able to deliver a proposal and project alongside client budget needs.
Jay Thordarson
VP, Research Services
Jay is an accomplished market research professional with extensive experience in global qualitative and face-to-face research.