Curing Children’s Aversion to Medicine

The Challenge

How does a company who produces over-the-counter cold and cough medicines for kids, improve the quality of taste to increase its appeal?

The Solution

The research team decided to talk to both the parents and their kids, together in an online in-depth dual interview, to talk about which medicines were delicious and which ones weren’t, and why. Civicom provided the online platform and support, CyberFacility, to conduct and record each webcam interview. As each interview ended, Civicom seamlessly loaded the recordings into Glide Central which allowed the research team to identify the key trends amongst the interviews as well as create video clips of parents and kids expressing these key insights. With the collaboration and Glide Central’s ease of use, the research team created a dynamic and thorough report of their findings ahead of their client deadline. The client was able to implement new flavors and packaging based on the feedback from the kids and parents alike.