Rapid impact: Creating a market leader in a year through machine-learning, ethnography and psychology

Papilocare, a brand of HPV prevention cream, became the market leader in Italy in just one year thanks to a strategy which was underpinned by hidden and differentiating insights.

Introduction

Most new products that are launched fail. Those that are successful, often build their market share over many years. We will tell the true story of a new product that became the market leader with 18% market share in just one year, because the strategy was underpinned by hidden and differentiating insights. However, for a product to have had accelerated growth in a launch situation, many things had to work together. Our story highlights three specific things:

  1. Having a clear vision of what insight, in the end, is meant to deliver;
  2. Using the combinatorial power of multiple techniques -...

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Insights Team
Bray Leino

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