Map Consumer Experiences and Perceptions

A private label manufacturer partnered with W5 to explore consumer experiences and perceptions of over-the-counter (OTC) products to inform development of a new brand. W5 conducted qualitative research to examine brand loyalty, decision making, and unmet needs across key categories, uncovering insights to shape a strong positioning and messaging strategy.

Approach

W5 conducted online discussion boards and in-depth interviews to explore consumer expectations, decision-making, and challenges when switching OTC brands, uncovering key factors that shape brand perceptions and unmet needs. Participants provided feedback on creative concepts, offering insights into their attitudes, values, and decision drivers, with follow-up interviews deepening the understanding of emerging themes. To ensure actionable outcomes, W5 facilitated a Virtual Strategy Session to align stakeholders on priorities and next steps.

Results

Consumer feedback helped refine branding elements and guide product innovation by revealing key drivers of attitudes, brand perceptions, and decision-making. These insights laid the groundwork for a consumer-centric brand strategy. Findings were synthesized into a Brand Development Playbook that offers strategic guidance on positioning, messaging, and innovation. Additionally, the research uncovered communication opportunities to differentiate the brand and craft messaging that resonates in the market.