For supplement brands, it’s essential to establish trust, credibility, and enduring consumer satisfaction. To achieve this goal, the best thing brands can do is invest in research to substantiate their product claims, either through clinical trials or consumer perception claims. We’ll highlight the consumer perception study model as an accessible option for brands looking to get their foot in the door with clinical research and use a fictional brand, “VitaWell,” to demonstrate the benefits of this study.
Why Use Consumer Perception
Consumer perception studies, often referred to as consumer insight research, are essential tools for supplement manufacturers aiming to underpin their product claims. These studies encompass systematic data gathering and analysis, shedding light on how consumers perceive not just a product but also the brand and the industry as a whole. Let's uncover the advantages of conducting these studies:
Product Validation:
Consumer perception studies act as a real-world test for your product claims. By delving into consumer feedback from those using your product, brands can pinpoint areas for product improvement, ensuring that your product lives up to the promises you make.
Building Trust and Credibility:
Encouraging consumers to perceive your brand as rooted in research is foundational to building trust and credibility. These studies provide insights into consumer concerns as well as highlight product strengths, allowing you to align your marketing and product development efforts effectively.
Tailored Marketing:
Equipped with insights into consumer preferences, supplement companies can finely tailor their marketing campaigns to resonate with their target audience. This results in more impactful advertising and can even boost your product sales.
For instance, if your studies reveal that consumers had issues with the immediate taste or use experience of your supplement you can reformulate and hone in on how tasty your new product is in future marketing!
Compliance and Regulation:
While consumer research serves to boost marketing and improve your product claims, it can also help your brand with a non-negotiable facet of the industry: Ensuring adherence to industry regulations. Consumer perception studies enable brands to gauge consumer perceptions of quality and efficacy, allowing them to make the necessary adjustments to maintain compliance.
A Fictional Case Study: VitaWell's Journey
Now, let's delve into how VitaWell, our fictional dietary supplement brand, can harness the power of consumer perception studies to reinforce their product claims:
Step 1: Defining Objectives
VitaWell aspires to gain a deeper understanding of how consumers perceive the quality, efficacy, and trustworthiness of their products.
Step 2: Data Collection
VitaWell devises a comprehensive survey and administers it to its customers. The survey includes pointed questions about product satisfaction, perceived health benefits, and general brand opinions. Vital customer demographics are also collected to uncover essential trends.
Step 3: Data Analysis
Upon collecting and analyzing the survey responses, VitaWell identifies critical trends. They discover that customers are generally content with product quality but express concerns about the sustainability of the packaging. This insight triggers VitaWell to explore eco-friendly packaging options.
Step 4: Strategic Adaptations
With this newfound knowledge, VitaWell realigns its marketing strategy to underscore product quality and introduces sustainable packaging, addressing consumer concerns. This not only meets consumer expectations but also aligns with the growing industry trend towards sustainability.
Step 5: A Commitment to Progress
VitaWell remains committed to progress. They periodically conduct consumer perception studies to stay in tune with changing consumer preferences, needs, and perceptions. By remaining agile and responsive to market shifts, they solidify their brand reputation and ensure their products remain in demand.
Real Brands Using This Method
We have been lucky enough to help a variety of health and wellness brands conduct research on their products, including many consumer perception studies. If you want to learn more about this process, you can peruse our detailed explanation here. Or, you can check out all of the brands we’ve worked with and see the results of their research, here!
Wrapping Up
For supplement brands seeking to substantiate their product claims, consumer perception studies are transformative. These studies offer the unique opportunity to evolve, grow, and excel in a dynamic industry. By continually seeking and incorporating consumer insights, your brand can develop products that truly resonate with your audience, bolster brand loyalty, and sustain your success in a competitive field.
Want to create your own product claims?
Citruslabs provides a simple and affordable way to prove that your products actually work. At Citruslabs, we design a clinical trial that is right for you and your budget, so you can start sharing research-backed product claims without spending a fortune. We offer the cohesive planning and management required to conduct successful clinical trials, from start to finish. Ready to get started? Let's talk! You can contact us here.