Abbott Nutrition
Pedialyte Segment Research
Collaborating with a team of seven, I executed a strategic research project for Abbott Pedialyte using data synthesis and consumer interviews to uncover an untapped adult market. Our insights and high-impact narrative drove a $50.4 million revenue increase and redefined the brand’s market positioning.
Project Snapshot
The Business Problem
Project: Customer Segment & Marketing Channel Project
Client: Abbott Nutrition, Pedialyte Brand
Timeline: 16 weeks
Team: Six team members, varying ages & skillsets
Role: Data scientist, slide designer, main client presenter
Skills: Primary & Secondary Research, Persona Development, Storytelling, Graphic Design, Mock Ups, Solution Development
Methodologies: In-Depth Interviews, Mintel, MRISimmons, Statista, Industry Blogs
Client gave financial goal of $5 Million increase in sales.
Current problem they were facing was growing in market share in the sector of electrolyte replenishing drinks. This could be accomplished through finding new uses and clients for their existing Pedialyte drink products, reaching a greater amount of the same client base with the same product line, or developing a new product line under the Pedialyte brand.
The reframed problem was chosen as who needs hydration, the key product offering, in important moments. This led to developing our target market & key insight.
Customer Persona
Gabe Peterson, 34 (Expecting Mother)
Goals
-
Health of Child & Self
-
Care for Family
-
Feel Strong & Confident
Challenges
-
Texture & Taste Sensitivity
-
Lack of Time to Complete Tasks
-
Constantly On-The-Go
Research Methodology
1.
Secondary Research on Industry & User
Our team focused on researching the importance of hydration during each term of pregnancy, the current market of prenatal and postpartum hydration solutions, and the impact of motherhood on overall health.
This gave our team a good footing to see where research question gaps are and what information we felt we were missing before going into primary research.
2.
Primary Research on User
Our team conducted several in-depth interviews with a range of individuals in each walk of life. Listed below are the several people we reached out to:
1. Practicing Physician in Family Medicine
2. Nurse Practitioner in OBGYN office
3. Expecting Mother (second or more pregnancy)
4. Expecting Mother (first time pregnancy)
3.
Insight Development
From secondary and primary research, our team concluded on a human truth insight. This insight drove out solution development at its core. The insight can be seen below in the key insight box.
4.
Solution Pitch Development & Supporting Data
Our solution was two-pronged and consisted of these general recommendation umbrellas. To see supporting research and solution specifics, refer to slideshow video.
1. Pedialyte & Eucerin End Cap Partnership
2. Digital Advertising Campaign - Influencer Marketing, Cross-Channel Suggestion (Social Media, Podcast)
Key Insight
Strength is
her instinct.
Love is
her reason.
Pregnant women push through every discomfort and challenge with unwavering strength, driven by the innate desire to put their baby’s health and happiness
above all else.
This key insight led to the creation of our two-pronged solution for mothers. This insight is intentionally emotional and a deep human truth - meant to give reason for why individuals act in the manner they do.
Project Outcomes & Impact
Selected by Abbott as Winner of Competition, competed against seven other groups
For Strength, For Love, For Two Campaign would produce:
Pedialyte Financial Growth:
$598,392 Profit (Year 1)
Customer Lifetime Value
$50.4M Revenue (Across 36 weeks of Pregnancy*)
Project Showcase & Reflection
*Click through slideshow to view final project
This project’s greatest takeaway involved collaborating with a diverse team of seven, each bringing unique capabilities, leadership styles, and definitions of success. Through this experience, I sharpened my ability to navigate group conflict while prioritizing high-quality work and creative idea generation.
On the analytical front, our primary research drove the most critical insights and shaped our pitch’s narrative. This process underscored the power of face-to-face data, particularly when crafting a compelling story or pitching to a live audience.