Launching a new product successfully requires a deep understanding of your target audience - what drives their decisions, what barriers they face, and how best to communicate value to them. In this webinar, we’ll showcase how leveraging customer insights can shape an impactful product launch and drive effective campaign strategies.

What You’ll Learn: 

• How qualitative research uncovers the emotional and practical needs of consumers using the Jobs-to-be-Done (JTBD) methodology.

• How to bridge qualitative insights with quantitative validation to create actionable strategies.

• How to evaluate key messages and attributes to ensure they resonate with your audience.

• How to address market-specific challenges, particularly in highly regulated or perception-sensitive industries

Case study: Frontpro by Boehringer Ingelheim

In 2024, Boehringer Ingelheim successfully launched their new OTC tablet, Frontpro, in the Nordic countries, protecting dogs against ticks and fleas. A market which until then had been dominated by prescription medication. And as the amount of useful and relevant consumer insights prior to the launch was minimal, Boehringer Ingelheim partnered up with Wilke to conduct a major insight study on dog owners in Denmark and Sweden to get a proper foundation for the launch. The study was executed as a combination of qualitative and quantitative methods.

Deep dive into the qualitative phase

To truly understand what drives consumer decisions, we applied the Jobs-to-Be-Done (JTBD) methodology in a series of in-depth interviews with dog owners in Denmark and Sweden. This qualitative phase revealed the functional, social and emotional needs that drive purchasing decisions—why dog owners seek preventive tick and flea treatments, and how they navigate the available options. But it also uncovered key barriers to adoption, such as skepticism toward tablets, concerns about overmedication, and deeply ingrained buying habits. Alexandra Amstrup will take you through how the Jobs-to-Be-Done methodology helped uncover key consumer needs and barriers, revealing what truly drives dog owners' decisions.

From insights to action

Following, Joakim Nørtoft-Danhøj will share how we managed to quantify findings from the qualitative phase like JTBD, drivers and barriers, mixed with other relevant topics, during the second phase of the research, using a wide range of methodologies. One was the MaxDiff methodology, allowing us to get a clear view of what topics and issues were how much more important than others. And by using the TURF approach we managed to come with a strong prioritization on both a cross-market level as well as in each individual market. We also managed to identify differences and similarities between segments and markets, that allowed Boehringer Ingelheim to tailor and adopt campaigns where possible, still keeping within a framework set but the global branding team.

And who is better to talk about the experience and what has been achieved than Boehringer Ingelheim! Thus, we look forward to having Peter Valentin, Nordic Market Manager from Boehringer Ingelheim, who will share how these multiple studies helped them uncover the market potential, test their blueprint and claims in the relevant target groups and markets and get accurate, data-driven recommendations that were used to build the right campaign strategies. Peter will also tell how the study and insights have been used to educated employees across Boehringer Ingelheim’s different departments as well as the external media bureau, to ensure all campaigns related to the launch reflected what was learned and address the most important needs consumers have. Finally, Peter will tell how the follow-up study we have done together is helping Boehringer Ingelheim to measure the effectiveness of the launch itself and fine-tune activities going into the second year of FrontPro in the Nordic countries.

Accordingly, the output from this webinar will be a strong example on how consumer insights and a mix-mode study like this can be used to increase the success rate of your next product launch.

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