Mastering the Art of Successful Claims Packaging with THINX

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How consumer intelligence drives their creative process, the importance of qualitative and quantitative research, and the role of AI in their work in our recent webinar.

How has one brand revolutionized the feminine care industry? Suzy recently hosted a webinar featuring Alice Warren, THINX's VP of Consumer Intelligence, and Katy Emerson, Suzy's SVP of Customer Success, that explores the THINX journey in consumer insights and innovation. This webinar provides an intimate look at how THINX has transformed the feminine care category with their outspoken approach to menstruation and the role of consumer insights in their creative process. Additionally, the conversation also sheds light on the impact of AI in the research process and the importance of testing retail packaging.

"We were really a disruptor right into, you know, the Femme Care category when we started. You really started really openly talking about periods. That was really kind of our claim to fame at the beginning, and we had such incredible creative teams, marketers who really really reached out to what consumers wanted to talk about." - Alice Warren

Check out these 5 key takeaways from our CMA/SIMA & THINX webinar:

1. Transition from Architecture to High-Tech Fashion: Alice Warren, THINX's VP of Consumer Intelligence, shares her journey of transitioning from the world of architecture to high-tech fashion. She shares her experience working with the brand THINX and how it has grown from a period underwear brand to a versatile brand house.

2. Consumer Insights Fueling Creative Process: Alice and Katy discuss how consumer insights have revolutionized their strategy and testing of concepts. They highlight the importance of qualitative and quantitative research in understanding user experiences and creating customer communication strategies that work.

3. Keeping Consumer at the Center of Product Development: Many brands face challenges in keeping the consumer at the center of the product development process. Alice and Katy discuss techniques that help identify consumer needs.

4. Marrying Plans with Ideas that Resonate with Customers: Alice and Katy stress the importance of aligning plans with ideas that deeply resonate with customers. They also highlight the significance of involving stakeholders in the process and keeping the dialogue open for change.

5. Impact of AI in the Research Process: Alice and Katy explore the potential impact of AI in the research process. They discuss how AI can aid in consumer research, emphasizing the importance of testing retail packaging to ensure clear value propositions, product education, and messaging.

For even more takeaways and industry insights, be sure to watch the full webinar today!