Symprove: Exploring gut health and its management by different healthcare professionals and patient segments

Symprove: Exploring gut health and its management by different healthcare professionals and patient segments

The Challenge

Symprove were developing a communications strategy for their product, but they had little insight on their target market – IBS sufferers. A comprehensive research programme was required to size and segment the market, and then help to refine the messaging and creative direction.

Our Approach

Quantitative research was conducted to collect detailed information about the lifestyle, symptoms, shopping habits and attitudes of IBS suffers. Market segments were built using statistical analysis of multiple behavioral and attitudinal variables. This was then followed up with some qualitative creative development research.

Results

The research helped to divide the market into distinct segments with detailed personas, enabling the brand to identify and focus their efforts on key segments of interest. The creative development research helped the agency to select the most engaging and compelling creative routes.