Need:

Quickly optimize the concept for a home COVID test and future app, including features, visualized instructions for use, reasons-to-believe, and how best to communicate clearly and allay concern

Approach:

• Two, 1-hour sessions of n=20–25 to gain insight on the concept and materials with more reliable, unbiased input than traditional qual groups, identifying advantages versus category expectations

• A third session of n=25 was fielded a few weeks later to delve into one potential add-on offering

• Follow-up quantitative concept tests were conducted in US, UK, Canada, Germany, and Brazil
  (for BinaxNOW and Panbio)

Outcomes:

• BinaxNOW and Panbio were launched in 2020 and 2021, and delivered ~$2B in sales per quarter!

• BinaxNOW was the #1 US non-food product launch of 2022!