A Client’s View on Using Rapid Mindstate Profiling to Drive Marketing Strategy
MMR Research Associates recently conducted a Rapid Mindstate Profile study with Perrigo Company plc in their Pet Behavior Category. The goal of the study was to help Perrigo become more competitive in the Pet Behavior category. Following completion of the study, John Rindone, VP, Client Relationships at MMR Research had the opportunity to discuss how the results were used, and obtain direct feedback from Cobey TenBensel, Sr. Associate Category Manager – Behavior & Social Media and Craig Ziemkiewicz, Director of Marketing at Perrigo.
MMR: What are some of the biggest challenges you are facing in the Pet Behavior category?
Perrigo: There is low consumer awareness of the Pet Behavior category, despite a strong consumer need for products to treat pet behavior issues. It is a relatively new and emerging category with mostly price brands, little regulation and a low barrier to entry. As a result, there are a plethora of different products on the shelf, with unclear and unsubstantiated product claims and poor product performance. This has led to consumer confusion at the retail shelf and a high level of customer dissatisfaction with the efficacy of Pet Behavior products. In addition, our brand was not ideally positioned to win in this space.
MMR: What insights and key learnings did you gain from the Rapid Mindstate Profiling (RaMP)?
Perrigo: Unlike many research methodologies, which assume that consumer behavior is rational, and purchases are made with great intentionality, RaMP got at the emotional and non-conscious motivators of consumer purchase behavior. We learned that Pet Behavior consumers have an “Optimistic Security Mindstate.” When in this Mindstate, consumers seek assurances. They need to feel safe about what they are using to help their pets, and they needed to feel secure that the product will work. RaMP indicated that we needed to show our experience & expertise, and a track record of success with pet owners. This is especially true given that the Pet Behavior category has issues with low product performance. RaMP also showed us that to motivate consumers in the “Optimistic Security Mindstate” we needed to demonstrate that our solutions were innovative, and we needed to focus on the overall benefit of using our products versus the specific feature benefits.
MMR: How have you used these insights from RaMP to drive your marketing strategies and business decisions?
Perrigo: RaMP validated that we should move from our current strategy to having a more premium Behavior product line, positioned to appeal to the Optimistic Security Mindstate. The insights from RaMP, as well as the direction from the Behavioral Activation Brief, informed the brand name, brand positioning and brand language, visuals and packaging graphics, product segmentation, retail shelving strategy and POS materials, as well as digital marketing. Based on the insights gained, we developed the following packaging messaging to appeal to pet parents: “We’ve developed our Sentry line of calming products because we care about pets and their owners. For more than a decade, we’ve worked side by side with leading pet experts and top universities researching safe, effective ways to help pets lead happier, less stressful lives. This expertise led to the idea for our Calming Collar for Cats, which is scientifically proven to help manage an anxious cat’s behavior safely.”
MMR: What did you find most helpful with the Behavioral Activation Brief?
Perrigo: The Behavioral Activation Brief provided a framework for developing a consistent marketing story that aligns with the mindset of pet parents, as well as specific marketing tactics. It was great to have detailed, research-based direction to give to our Creative Agency. The quality of the insights and creative direction resulted in compelling packaging and messaging which will help give Pet Behavior consumers the confidence to purchase our products.
MMR: How did your external agencies react to the RaMP Insights?
Perrigo: We utilized the detailed RaMP insights during the development of our creative briefs. Our agency partners stated that we provided so much information that was relevant to what we wanted to accomplish that it was easy for them to deliver on our creative development requests!
Perrigo is a leading global healthcare company, focused on providing value to its customers and consumers by delivering Quality Affordable Healthcare Products®. Perrigo has built a unique business model that is best described as the convergence of a fast-moving consumer goods company, a high-quality pharmaceutical manufacturing organization and a world-class supply chain network. Perrigo is the world’s largest manufacturer of OTC healthcare products and supplier of infant formulas for the store brand market. The Company also is a leading provider of branded OTC products throughout Europe and the U.S., as well as a leading producer of “extended topical” prescription drugs. Perrigo, headquartered in Ireland, sells its products primarily in North America and Europe, as well as in other markets, including Australia, Israel and China.
About MMR Research Associates
A passionate team of forward-thinking experts, MMR Research Associates operates as a research concierge, with an action-focused process and method-agnostic approach. Since 1999, clients have relied on MMR’s high-touch, customized, decision-focused process to design and execute research solutions that shape business direction and inspire confidence. For more information about MMR research or the RaMP technique, contact MMR Research Associates at (770) 650-5005.
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