RESEARCH / CONCEPT VALIDATION
Gaia Herbs — Concept Validation
Evaluated multivitamin concepts before further development to help prioritize opportunities and refine messaging, claims, and positioning.
THE QUESTION
Which concepts best meet consumer needs?
Gaia Herbs had several multivitamin concepts and needed to know which ones consumers actually wanted.
THE APPROACH
Evaluate relevance and differentiation together.
We tested each concept for purchase intent, believability, uniqueness, and price expectations.
Relevance
How well each concept met real needs.
Differentiation
Uniqueness, believability, and purchase intent.
Pricing
What people expected to pay.
THE OUTCOME
Stop funding what people won’t buy.
A ranked shortlist and sharper messaging — and Gaia stopped spending on products people weren’t buying.