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How potent is my potion?

Anjali Puri & Sumeet Saluja

Abstract

This paper describes a methodological framework to provide a sharper understanding of consumer decision-making in the arena of self-medication, leading to better opportunities for influencing choices. The framework has two components

Narrative building and memory reconstruction interviewing methods that attempt to draw out the mental shortcuts that consumers use to make choices, and the moments of truth when choices are reconsidered.
A focus on the nature of intuitive logic that exists (or can potentially be created) in a specific ailment / product group, and which can influence decision rules in the category.

The paper draws from research on consumer decision-making conducted across a variety of self-medication categories, from fever to pain relief, cold relief and antacids, discusses differences in the intuitive logic across categories, and its implications on decision-making in a category. It will also discuss examples of product formats and communication that seem to have tapped successfully into intuitive logic.

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Anjali Puri

Anjali currently works with the Customized Products and Services team at Nielsen.

She has over 14 years of qualitative research experience, and has worked extensively in the arena of OTC medication. A regular presenter at ESOMAR and other international market research forums, Anjali has been awarded ‘best conference paper’ and nominated for the ESOMAR Excellence award twice in the last two years – for papers presented at the ESOMAR Asia Pacific Conference 2006 and the ESOMAR Consumer Insights Conference 2007. She was also nominated for the Best Overall Paper award at the ESOMAR Congress 2005, and was awarded ‘Best new thinking’ by the UK MRS for a paper presented at Research Connections 2006.

Sumeet Saluja

Sumeet is currently the Category Head for Horlicks in India. Horlicks is a health food drink having sales over £100 million, and is amongst the most trusted brands in India. In his previous role, Sumeet was heading the Crocin brand - the most popular OTC analgesic in India. Sumeet has also spent time in sales and trade marketing, and has, over the years, acquired a well rounded perspective of marketing healthcare to the Indian consumer. He has done his graduation in Mechanical Engineering and post-graduation (MBA) in Marketing.