1. The Challenge
AstraZeneca developed a breakthrough technology that would revolutionize inhaled medication delivery for sufferers of COPD, and needed to find a creative territory that the Patient group found compelling
The research sought to understand how five different creative ideas performed from a variety of dimensions including: clarity of main idea, emotional relevance to a COPD Patient, and differentiation from other mediations on the market
The research was also designed to optimize the most powerful idea, uncovering ideal language and imagery that worked hard to strengthen the strongest concept
2. The Plan
PATIENT ROUNDTABLES: We sat down face-to-face with COPD Patients to understand the strengths and limitations of each creative
AstraZeneca developed a breakthrough technology that would revolutionize inhaled medication delivery for sufferers of COPD, and needed to find a creative territory that the Patient group found compelling
The research sought to understand how five different creative ideas performed from a variety of dimensions including: clarity of main idea, emotional relevance to a COPD Patient, and differentiation from other mediations on the market
The research was also designed to optimize the most powerful idea, uncovering ideal language and imagery that worked hard to strengthen the strongest concept
2. The Plan
PATIENT ROUNDTABLES: We sat down face-to-face with COPD Patients to understand the strengths and limitations of each creative