KANO Research on Pain reliever

Study Type

Geography

Sample Size

Target Group

Interviewer assisted web based CLT

India

1100

22- 25 year old adult across both genders

What was the research problem?• The study required to

understand the current requirement of the lower socio-economic class, who are generally not very conversant/ articulate about the products in the pain reliever category

• The results of the study were to serve in designing the communication for the client brand

How did Borderless Access solve the problem?• Online Central location tests were

conducted in different parts of the country. The surveys were customized to suit the prevalent language in the given regions

• KANO model for customer needs and product development was suggested & applied

• Respondents were shown a comprehensive list of identified body pain types. They were asked to rate (on a scale of 1 to 5) how would they feel if their pain reliever was successful (question repeated for unsuccessful) in eradicating pain?

• This was done for each of the listed pain types

Outcome

• Based on the responses, easy classification of the body pain types was ensured:

• Dissatisfied– No effect on satisfaction but can increase dissatisfaction

• Satisfiers – Increase satisfaction

• Delighters – Presence of such features leads to high perceptions of quality

• The client was successful in identification of the types of body pains that would be best suited to attract attention, induce trial & purchase amongst the relevant target group

5

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