Objective:
The R&D team at a leading beverage company sought to understand consumer perceptions of traditional Chinese medicine ingredients. Their goal was to strategically position products in the “Better For You” portfolio by aligning them with consumer preferences, catering to health-conscious consumers seeking traditional Chinese medicine-inspired beverages.
Challenge:
The team required assistance in managing vast volumes of data and conducting comprehensive analysis to decipher local sentiments, particularly within Mandarin-speaking markets. This support involved tasks such as filtering and sorting to distill key insights from the data. By leveraging these insights, the team aimed to gain a nuanced understanding of the prevailing sentiments, enabling them to make informed decisions and tailor their strategies effectively within these markets.
Solution:
With the aid of Ai Palette’s advanced platform, the team embarked on a comprehensive research endeavor by analyzing an extensive dataset comprising billions of data points in Mandarin. This in-depth analysis enabled them to map existing consumer perceptions of traditional Chinese medicine ingredients, including Ginseng, Ginkgo Biloba, Echinacea, Guarana, and Green tea, to key consumer need states such as weight loss, immunity, stress relief, beauty enhancement, and energy. This mapping provided crucial insights into how these ingredients were perceived and associated with specific health and wellness attributes by Mandarin-speaking consumers.
Moreover, Ai Palette’s platform facilitated the team in uncovering innovative and contemporary formats in which these traditional ingredients were being incorporated. This discovery not only enriched the team’s understanding of evolving consumer preferences but also provided valuable information for product development and innovation within the “Better For You” beverage portfolio. Armed with these data-driven insights, the team was well-equipped to align their product offerings with consumer expectations and preferences, ensuring they could cater to the dynamic market and effectively position their beverages within Mandarin-speaking regions.
Outcome:
The team constructed a data-driven framework to comprehend global consumer perceptions. This framework facilitated the successful positioning of products within their “Better For You” portfolio by aligning traditional Chinese medicine ingredients with diverse health needs and preferences. Armed with this insight, the team adeptly catered to the evolving expectations of health-conscious consumers worldwide.
