Expanding DNA

A DNA testing service expands its health offering following FDA approval …

The issue

Our client offers testing for both ancestry investigation and health-specific markers that could be passed on to children. In anticipation of FDA approval for the health service, our client wanted to understand which key customer segments valued each type of service (health and ancestry) and what elements were most appealing in driving uptake.

What We did

We ran a series of IDIs, with both current and potential customers, to explore important features, expectations and motivations for DNA testing. A follow-up quantitative segmentation connected potential product features to emotional triggers and deeper life motivations for DNA kit purchases.

The outcome

Our work informed product innovations that were developed for specific target segments. Following the FDA’s approval, the client product team fine-tuned its offering based on segment insights and the advertising agency developed tailored communications for a health-focused segment.
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