Introduction

Most new products that are launched fail. Those that are successful, often build their market share over many years. We will tell the true story of a new product that became the market leader with 18% market share in just one year, because the strategy was underpinned by hidden and differentiating insights. However, for a product to have had accelerated growth in a launch situation, many things had to work together. Our story highlights three specific things:

  1. Having a clear vision of what insight, in the end, is meant to deliver;
  2. Using the combinatorial power of multiple techniques - ethnography, quantitative research, psychological scales and machine-learning;
  3. Seamless partnership between the agency and cross-functional teams for rapid translation of insights.

Context

HPV (the human papillomavirus) is a condition that affects many women. Passed through skin-to-skin contact of the genital area, it is a virus that often goes unnoticed unless a woman has a pap smear or a specific test. If untreated, HPV can lead to the formation of cervical lesions, which may in turn lead to cervical cancer. If HPV or lesions are detected during a routine pap smear or otherwise, the woman will be notified by their health care professional. From this point on, the women must enter a long period of tests, 'waiting and seeing' or receiving treatment, depending on their specific diagnosis.