Shaping Global Women’s Health Concepts Through Virtual Focus Group Insight

Client

Global supplement and vitamin manufacturer

Service

Consumer health insights

Sector

Health & Wellness / Consumer Healthcare

Coverage

Panama, Germany, Canada, Italy

Understanding the needs, perceptions, and lived experiences of women navigating peri-menopause and menopause is essential when developing effective and meaningful health solutions. In an era defined by the future of marketing and rapid digital marketing evolution, brands must ground innovation in authentic audience voices.

A global supplement and vitamin manufacturer partnered with us to gather in-depth feedback on new concepts under development, to assess acceptance, understanding, and the potential for introducing new therapies aimed at treating symptoms associated with menopause. The research was designed to ground early-stage concept development in real consumer voices across multiple international markets, supporting long-term brand strategy and sustainable growth strategy in a competitive health and wellness landscape shaped by emerging marketing trends 2026.

The Challenge

Menopause and peri-menopause are deeply personal health experiences, often shaped by cultural norms, symptom variability, and differing levels of awareness and openness across regions. As brands navigate the future of digital marketing strategy, building relevance requires empathy, credibility, and strong audience engagement.

For organizations innovating in this space, success depends not only on product efficacy but on building trust in modern marketing environments increasingly influenced by AI in marketing, personalization, and evolving consumer expectations.

The client needed to understand how women interpret and respond to new concept ideas, whether proposed approaches align with their lived experiences, and how comfortable they feel engaging with potential treatment options. Creating a safe environment where participants felt empowered to share honest feedback was essential—reflecting principles of human first marketing in an AI world and balancing automation with authenticity in marketing.

What We Did

To ensure insights were both emotionally rich and strategically actionable, we designed a qualitative program aligned with modern marketing innovation and community-centered research principles.

• Recruited 49 women aged 40–65 who self-identified as peri-menopausal or menopausal based on the timing of their last menstrual cycle and symptoms experienced

• Ensured a portion of participants were actively taking a vitamin or supplement specifically for managing menopausal symptoms

• Conducted nine virtual focus groups across Panama, Germany, Canada, and Italy

• Implemented a pre-task letter-writing exercise, asking participants to describe their condition before the discussion

• Used participant letters as icebreakers to foster trust, openness, and emotionally rich discussion, encouraging customer participation in brand building

• Hosted groups on the Aha! asynchronous research platform, with a virtual backroom and live chat for observers

• Provided live simultaneous translation in non-English-speaking markets

• Ran 2-hour focus group discussions to allow in-depth exploration of concept feedback

This virtual methodology reflects broader shifts in the creator economy and community-powered insight generation, where community marketing and real-time dialogue shape smarter creative campaigns and more resonant positioning. The approach also supports marketing strategies beyond paid advertising, ensuring innovation is fueled by lived experience rather than assumptions.

The Impact of the Research

The focus groups generated nuanced, emotionally grounded insights into how women perceive and evaluate new menopause-related health concepts. Participants openly shared their experiences, expectations, and concerns—demonstrating the power of brand storytelling rooted in real lives rather than abstract messaging.

The findings helped the client:

• Understand levels of concept acceptance and emotional resonance

• Identify areas where messaging required refinement to strengthen performance marketing outcomes

• Clarify how to communicate benefits in ways that align with evolving brand strategy expectations

• Uncover opportunities to foster deeper customer loyalty through trust-led communication

By anchoring innovation decisions in authentic consumer voices across multiple markets, the research created a foundation for more effective go-to-market activation—aligned with emerging experiential marketing trends 2026, privacy first marketing strategies, and distribution led growth models in marketing.

Ultimately, this work demonstrates how insight-driven development supports smarter growth strategy, future-ready marketing automation decisions, and stronger connection in a rapidly transforming global marketplace shaped by the top marketing trends shaping 2026.

Develop more meaningful women’s health solutions with insights rooted in real experiences. Contact us to support your innovation journey with global consumer perspectives.