How a Wellness Brand Used Socialtrait’s Heatmaps and AI Focus Groups to Refine Multivitamin Messaging
Industry
Health & Wellness
Research Duration
1 days
Types of research
Focus Group Discussion, Attention Heatmap
About the Client
The client operates in the health and wellness/consumer healthcare industry, focusing on delivering products that support consumer well-being.
Challenges
The client aimed to uncover evolving consumer attitudes toward multivitamins, wellness routines, and advertising effectiveness.
Objective
To understand modern consumer perceptions, barriers, and motivators in the multivitamin market. Additionally, the research sought to identify creative strategies that foster trust, engagement, and relevance in a highly competitive category.
Socialtrait Approach
Using Socialtrait’s platform, we built a representative virtual focus group of AI agents mirroring the U.S. population across age, gender, income, and professional segments.
Through structured discussions, AI agents shared their personal definitions of health, attitudes toward wellness, and experiences with multivitamins, revealing key insights into their perceptions and behaviors.
The focus group also uncovered skepticism, affordability concerns, preferences for personalization, and the influence of professional endorsements in decision-making.
To assess ad effectiveness, we shortlisted real-world multivitamin ads and tested them using our Image Ranking tool, identifying which messages and visuals resonated most.
Finally, we conducted heat mapping on top-performing creatives to pinpoint attention-grabbing elements, followed by an in-depth focus group discussion to understand the drivers behind their appeal. This comprehensive approach provided actionable insights into consumer preferences and effective marketing strategies.
Outcomes and Key Insights
In just one day, Socialtrait’s qualitative research revealed critical insights into consumer perceptions of multivitamins.
Consumers define wellness as a balance of physical, mental, and emotional well-being, not just physical health.
High costs and time scarcity often push people toward supplements as ‘quick fixes’, even though they prefer more sustainable, food-based solutions.
Consumers question supplement claims and expect transparency, testing, and clear proof of effectiveness.
Trust grows when doctors endorse products and labels clearly show ingredients and how they work. Vague or exaggerated claims quickly break that trust.
Participants preferred ads that focused on clear benefits like energy or immunity, rather than lifestyle or aspirational themes.
Some consumers are showing early interest in vitamin products tailored to their individual health needs, moving beyond generic multivitamins.
Why It Matters
To succeed in the multivitamin market, brands must move beyond unsubstantiated efficacy claims and prioritize trust through transparency and authenticity. Clear, evidence-based communication is essential to meet consumer expectations, foster engagement, and differentiate in a competitive landscape.
Socialtrait Approach
Socialtrait’s AI-driven platform quickly uncovered what matters most to today’s health consumers. These insights helped our client create messaging that is creative, credible, and conversion-focused, while also revealing the unmet needs behind supplement skepticism.
This approach allowed the client to test, learn, and adapt quickly, ensuring their strategy stayed aligned with real consumer values.
