FROM THE CLIENT
THE RESEARCH BRIEF
34% of UK women live with bladder leakage (UI), with 22.1% experiencing moderate to severe discomfort that significantly impacts quality of life due to social, psychological, and physical concerns. 53% of women experiencing UI do not consult a healthcare professional.
NPD is ready to pitch to multiple-grocery retailers in the UK, with the opportunity to list, and expand the existing range in-store. Supplementary, independent research featuring ‘real women’ is required to evidence the demand for NPD listings and availability of ‘moderate’ UI products, to meet the needs of UK women living with this condition.
THE METHODOLOGY
Pre-task – self-capture and submit selfie-video responses for two pre-served questions.
Main Stage 1-to-1 Zoom interview (60 mins)
Participants were –
Women (gender assigned at birth)
Aged 30-60+ years old
Mix with children (to include vaginal and caesarean/assisted births), and with no children
Range of ethnicities
UK regional location spread
Representation of those using, and not using UI products
Mix of primary choice UI brands & products
Consent gained for research depth to be audio and video recorded, and for audio, video, stills, and transcriptions to feature as part of internal presentations, presentations and pitches to contracted suppliers and existing and prospective customers
Conscious of or having experience of a stigma, or concern related to their bladder leakage – unwillingness to talk about it in certain contexts or with certain people, feeling ashamed or embarrassed shopping for products in public, changing habits or routines because of UI
‘Openly shared personal experience is one of the most powerful ways to create change. This project created impactful perspectives from women who felt comfortable and empowered.’
DELIVERED BY BEAM
THE CHALLENGES
There is an underrepresentation and lack of innovation in the bladder leakage product category driven by assumptions and misconceptions including –
Uncommon condition, resulting in little to no demand for products
Existing products with no development of innovation still satisfy user needs
Period products can be repurposed for UI-related issues
Despite UI being a high prevalence subject in UK media, for 30% of those who suffer, it is ‘taboo’ subject, remaining hidden from friends and loved ones.
Securing ‘real’ women with ‘real-life experience’ and the confidence to share intimate, personal experiences of living with UI, presented a real recruitment challenge.
Participant consent was required to use captures and edits of audio, video, and transcribed discussions from the research to be utilised beyond the realms of this project. Outside of the usual requirements for market research, media capture would also be viewed by trusted employees, contracted partners, and end client sales prospects during the sales process. Trust and confidence building was key in BEAM’s spoken and written, and consent comms. For applicants and participants, providing formal and informal reassurances that the women’s intimate experiences would be treated with respect, privacy and in line with the agreed terms, was key to securing the best possible recruits.
BEAM DELIVERED
A successful outcome for this project hinged on identifying and securing participants, willing to speak openly and confidently on a very sensitive and personal subject. This could only be achieved by building a relationship of trust and respect, ensuring that they were treated with the highest levels of empathy and discretion. Delivering encounters that made every woman feeling positive and enthusiastic helped to deliver the most honest insights, and a positive research experience.
‘One voice’ through a consistent female project manager at BEAM ensured consistency and familiarity, discreetly building participant trust and confidence. For a subject usually spoken of in hushed tones and embarrassment, written and spoken tone of voice was built with warmth, kindness, openness, and where appropriate, a sense of humour. Building a feeling of support and female solidarity would make it easier for all to get the most from the whole experience.
THE CONCLUSION
This project was an important one as it was an opportunity to dismantle preconceptions that were doing a disservice to a significant sector of the female population. Securing the right participants was key to enable the researchers to capture real world experiences and develop compelling narratives that would provide the evidence needed for change and innovation in the bladder leakage product sector.
BEAM were able to provide a positive and consistent approach in contacting and securing participants for this project, laying the groundwork of trust which ensured successful research.
Want to understand more about BEAM’s approach to vulnerable audiences in research? Read a case study on ‘Understanding difficult conversations about alcohol’
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