Case Study

SFI Health

Categories: Health Care, Consumer Research, Customer Research, Customer Journey Mapping, Qualitative, Quantitative

Challenge:

SFI Health is a global natural health care provider who research, manufacture and distribute natural medicines and supplements across the globe. As part of digital strategy development for Equazen in the UK we undertook qualitative and quantitative research to better understand the target market, category and their decision journeys.

We repeated similar studies for a women’s health supplement in Australia and the natural health medicines category amongst health care professionals in the US.

Approach:

Working with our partner digital strategy agency Zuni we undertook our well-tested four stage approach

Internal Information Gathering – online workshops with the client team to ascertain business requirements, target market assumptions and develop an assumptive journey map, and a review of existing information.
Qualitative Research – 12 long form in-depth interviews with consumers of cognitive supplements across a variety of demographics to deep dive into their personal experiences, attitudes and approaches to the category.
Quantitative Research – online survey with the target audience to quantify and prioritise identified triggers, pain points / barriers, attitudes and journey steps, and audience segments, hosted on our platform.
Development of and visualisation of validated customer journey maps, and the development of strategic implementation recommendations to bring insights to action within the business.

Impact:

As a direct output of the research, the client obtained data rich customer audience profiles and journey maps, detailing the triggers, stages and decision-making factors on path to purchase. In the UK and Australia these maps are being used to develop and roll out marketing strategies.

In the UK, the research and strategy recommendations were shared with distribution partners to enrich that relationship and guide plans and actions on the ground.