90-day home study to validate a new market proposition

Glue’s engagement with Holland & Barrett centred on a Proposition Validation sprint for CholestoKit, a comprehensive cholesterol management kit. Our task was to gauge the market readiness and potential of this new offering, encompassing recipes, exercises, and a weekly delivery of health supplements. We executed a robust validation plan, examining desirability, feasibility, and viability. This included setting up operational frameworks, initiating a targeted Facebook ad campaign, and attracting a significant audience to a survey-laden landing page. We aimed to assess the public's interest in participating in a comprehensive 90-day home study program.

The project's core was this 90-day study, where participants received weekly kits, including exercises, recipes, and a blood collection kit for lipid level assessments—this intensive period allowed us to test the appeal of the product, operational efficiencies, supply chain logistics, pricing strategies, and delivery schedules. Our approach was multifaceted: conducting deep audience research, trialling diverse branding and messaging approaches, and forging critical partnerships with pathology services and blood sample collection agencies. We maintained constant communication with the client, providing updates and insights throughout the process.

The primary objective of this extensive validation exercise was to ascertain whether Holland & Barrett should invest significantly in the CholestoKit as a holistic heart health solution. While the specific outcomes of this study remain confidential under a non-disclosure agreement, the data and insights gleaned from this comprehensive approach were instrumental in guiding Holland & Barrett’s strategic decisions. Our Proposition Validation sprint offered them a clear understanding of the product’s potential, ensuring that any investment decisions were grounded in solid, research-based evidence.