Highlight Recruited Pregnant People for Product Testing

Key success metrics

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