How Consumer Insight Helped Validate OTC Product Superiority​

The Challenge:

A leading healthcare brand wanted to validate the performance of its new daytime over the counter (OTC) product against top competitors to substantiate future on-pack and marketing claims. ​

The goal was to generate robust, independent evidence on taste and overall product experience, while identifying opportunities for refinement based on consumer feedback.

The Solution:

We ran a controlled sequential monadic central location test (CLT) across multiple US cities, engaging 600 adults in blind tastings of leading cold and flu tablets.​

Participants assessed taste, texture, aroma, aftertaste, and overall enjoyment before selecting their preferred option. Short IDIs explored the drivers of preference and clarified claim territories. All findings were analysed at a 95 percent confidence level to generate defensible evidence for future claim use.

The Result:

The research provided strong, statistically validated proof of product superiority, enabling the brand to activate best-tasting claims with confidence. The evidence supported new advertising and retail communications launched across major US retailers and online platforms within weeks. ​

These insights strengthened the brand’s credibility, informed product refinement, and established a scalable framework for future claims testing, ensuring the brand remains competitive within the growing cold and flu category.

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