Equazen – Customer Journey Mapping Research

 

About the client / problem

SFI Health is a global natural health care provider who research, manufacture and distribute natural medicines and supplements in the US, EMEA and APAC. They own the brand Equazen, a natural alternative supplement that has clinical evidence to support ADHA in children.  SFI Health has recently moved into direct-to-consumer marketing of Equazen in the UK.

Zuni worked with the EMEA team of SFI Health to develop a customer journey map and audience personas, leading to a digital market strategy for Equazen in the UK market.

As part of this process, Zuni undertook rigorous research with the target market to validation the path to purchase, barriers and pain points and target market needs.

Our Research Approach

Qualitative Research – We conducted 12 in-depth interviews with target market consumers (people who currently purchase cognitive supplements, across a range of demographics).  This data was analysed for themes and insights, and a full report presented, along with a revised customer journey map. The data was also used to shape the quantitative questionnaire.

Quantitative Research – We then surveyed a robust, representative panel of cognitive health supplement buyers, to quantify and prioritise the path to purchase, pain points and entry points, along with brand awareness. These findings were developed into an insights report into the audience and their journey, and the journey maps were updated to include numerical data that showed priorities and areas of focus. In addition, we served the same survey to the organisations internal database to assess how these two audiences compared.

Landscape Research – We conducted a competitor and market landscape review using desk top research and AI search capabilities.

Results

We used this information to feed into the  digital strategy recommendations that were provided as part of the broader project to unlock the opportunities (and mitigate the threats) for the brand. These reports were useful not just for the team but for their partners.