Anusol

Following Anusol’s recent acquisition by Church & Dwight, the brand’s marketing team wanted to renew its knowledge and understanding of the consumer purchase and treatment journey, alongside gaining insights into the wider haemorrhoid treatments category across the brand’s key markets.  This was to fuel future development around both innovation and marketing communications.

Research was carried out in the UK, Canada and Australia – a two stage qualitative and quantitative approach was undertaken, beginning with in-depth mini-group discussions used to generate rich insights around the consumer treatment experience, purchase journey, brand and category perceptions from both a practical and emotional stand-point, as well as brand perceptions. Insights gained at this stage were used to shape the subsequent quantitative questionnaire, which delivered a clear and valuable understanding of each market.

Using an engaging and highly visual presentation which integrated findings from both stages, we brought the category and consumer journey to life for teams in each of the markets.  This inspired the Anusol team with clear direction in terms of opportunity areas across multiple channels and specifically around NPD.