The Product Development team at a leading global healthcare company was in the prototyping phase of a new hair oil. When they involved the marketing team to solicit their feedback, an internal debate sprang up between Product Development & Marketing teams. Marketing believed that despite some unique ingredients and perceived benefits, this new oil will cannibalize sales of another highly successful haircare product belonging to their own company.
Based on the persona provided by the customer, Muhimma commissioned a cohort of required number of consumers from its community. We shipped the hair oil samples to them, asked them to apply twice a week for 3 weeks as per customer instructions. At the end of the 3 weeks trial period, the cohort was asked to respond to questions rolled out on their mobile application. Test user group’s responses were analyzed and presented to the customer.
The results of this digital testing project enabled Product Development to alleviate concerns of the Marketing team. As a result, the company proceeded with the launch of the product.