How Haleon is Radically Transforming Consumer Understanding with Discuss

“We partner with Discuss because their solution is aligned with our goals. They make it easy to help us understand not just what our consumers do, but why they do it. By reaching them in their homes and natural environments, we can understand their lives and behaviors in a way that traditional research methods simply couldn’t.”  

Litthya Báez, US Portfolio Insights Lead, Consumer & Shopper Insights at Haleon

From the TMRE Orlando conference presentation, Haleon’s New Human Centric Approach to Demand Spaces

Watch the full session here.

About Haleon

Putting humanity at the heart of consumer health insights

Haleon, a global leader in consumer health, is on a mission to deliver better everyday health with humanity. With iconic brands like Advil, Theraflu, Sensodyne, and Centrum across five global categories, Haleon is committed to understanding their consumers on a deeper, more human level. 

Challenge

According to a Bain & Company study, 80% of companies believe they deliver a superior customer experience, but only 8% of their customers agree. Haleon seeks to close this gap by recognizing the complexities of their consumers as individuals, not just as users of their products.

“In order to know the people we serve, our primary goal should be understanding them as human beings, not just as users of our products. We need to know who they are, what makes them tick, and why they do what they do. This deeper understanding helps us build products and experiences that connect on a personal level.”

Litthya Báez, US Portfolio Insights Lead, Consumer & Shopper Insights at Haleon

Haleon needed to be able to have deeper, more frequent conversations with their consumers, while overcoming the long-standing barriers of qualitative research:

• Facilitating consumer connections at scale is too complex and difficult.
  With all of the steps involved from recruiting the right participants to analyzing the data, qual has traditionally been slow, manual, and overly complicated at every step.
  

• The high costs of qual often discourage talking directly to consumers.
  Historically, qualitative research has been known for its high costs, making frequent, in-depth consumer engagement unrealistic for many companies.

To truly better understand the people they serve and deliver experiences that resonate, Haleon needed a solution that was cost efficient and made it easy to connect directly with their consumers.

Solution

Haleon partnered with Discuss to redefine how they understand their consumers – leveraging Discuss’ next gen tech, global insights platform, and unlimited research model to address their key challenges. 

Unlimited research model that incentivizes more consumer connections. 

Discuss’ unique approach gives Haleon unlimited access to qualitative research — allowing teams to engage regularly with their target audiences while maintaining cost efficiency. This unlimited model also offers Haleon the essential services and support they need for all of their research projects including live tech support on every session, recruiting respondents, project management, and more.

Insights in an instant with the power of GenAI.

With Discuss’ suite of GenAI tools, Haleon’s teams are enabled to dramatically accelerate their time to insights, scaling human centricity like never before. In the past, Haleon’s teams had to spend hours sifting through hours of recordings and data. Discuss transforms this process, summarizing research, highlighting project-level themes and quotes, in mere minutes.

Discuss’ GenAI tool also breaks down language barriers for Haleon’s global empathy projects – summarizing interviews and delivering instant translations across multiple languages and countries.

One purpose-built, global market insights platform

Discuss offers a globally accessible hub that consolidates all of Haleon’s qualitative research efforts under one roof – from live interviews, auto-moderated research activities, and past research (which can be uploaded to the platform), to GenAI-powered analysis and video editing tools. This centralized and searchable research repository makes it easier for Haleon’s global teams to access insights, on-demand, easily embedding consumer voices into their decisions.

Results

The partnership with Discuss is empowering Haleon to radically transform their approach to consumer understanding, driving more conversations with more people across the demand spaces they serve.

“It’s so much more powerful to first-hand hear their voices and real-life challenges, their thoughts, and what’s important to them. It brings to light that really we’re talking to human beings that are making decisions on a daily basis not only about their health but their holistic lives.”

Litthya Báez, US Portfolio Insights Lead, Consumer & Shopper Insights at Haleon

• In one year, Haleon connected directly with over 500 consumers across 15 markets in 15 languages.
  With Discuss, Haleon has established a cadence of consumer connections in their key markets around the world and then number of consumers they’re connecting with is exponentially growing. These conversations are enriching Haleon’s quantitative data, adding texture and context that allow the company to make more informed, culturally relevant decisions.
  

• More than 1,000 team members engaged in consumer conversations.
  For every research participant, four to five Haleon team members are engaged with the interview, whether speaking to them directly or observing the conversations. What was simply not possible before, now, with Discuss, over 1,000 people at Haleon have actively engaged in live virtual in-depth interviews with their consumers,ensuring that the entire organization stays connected to the voice of the consumer.
  

• Internal teams are using consumer voices to drive business strategy more than ever before.
  Through Discuss’ Share the Love program, Haleon encourages visibility and action by sharing consumer insights with internal teams on a regular basis with the help of Discuss. From marketing to sales, manufacturing, and product teams, all of Haleon’s stakeholders now have direct access to the insights, bringing consumer voices into the heart of decision-making at every level.

By consistently embedding the consumer into strategic decisions, Haleon is delivering on its mission to provide better everyday health with humanity—one authentic human connection at a time.