May 29, 2025

Product Line Optimization for Postpartum Recovery Products

Highlight

In this blog:

Key success metrics

109%

completion rate

day trial period for longitudinal data

days to recruit a 1% incidence rate niche audience

The challenge

A popular brand for postpartum mothers came to Highlight to understand product efficacy against a competitor product. They needed Highlight's help to engage a niche audience: pregnant women in their final trimester (38+ weeks), open to using test products upon delivery for a longitudinal trial period.

The product testing solution

Highlight fully recruited this low-incidence audience (<1% occurrence) from the Highlight nationwide community, hitting completion rates and providing insights ahead of schedule:

7 days until full recruitment with a >.2% national Incidence Rate
109% study completion rate
30 day trial period
34 days from start of data collection to final dataset upload

Sample survey question: How would you rate how compatible the [products] were as part of the postpartum regimen?

Sample responses:

"The [product] is comfortable and protective.
They also provide long term protection. The
[product] really provided relief for discomfort. I
like the all natural base for it and the lack of
harmful chemicals. The [products] were
excellent. Comfortable, easy to apply, and highly
effective."

- Real Highlighter open-ended response

"Great alternative to similar products I received at the hospital. I liked that the [products] were not too bulky yet provided adequate coverage for heavy postpartum bleeding. I wish the [products] were a bit thicker, provided longer relief but it is still an improvement over the standard [products]." The [product] also worked well in combination with the [product] and the [product]."

- Real Highlighter open-ended response

What Highlight delivered

In less than 4 days from fielding completion, the company had robust data on the product experience. including efficacy, comparison to competitor brands, and opportunities for improvement.

The customer received:

A video highlight reel of key themes taken from 20+ video testimonials
A qualitative one-pager summarizing findings
Summary scorecard for direct product attribute comparison across three products
A second study, using the same recruit, enabling the brand to test additional postpartum products against their main competitor's

Thanks to Highlight's niche group of product testers, their highly articulate and thoughtful responses - especially on video - and phased approach to testing to incorporate competitive comparison, this brand had what they needed to turn qualitative feedback and consumer insights into a product that wins on shelf.