Case Study
Understanding Chronic Pain Shoppers to Drive Retail Strategy
overview
Building Retail Relevance in a Complex Pain Management Landscape
A pharmaceutical company serving as the category advisor for analgesics (pain-relieving medications) partnered with a large retail client to elevate their positioning in the pain relief space. While the client had strength in traditional over-the-counter products, chronic pain shoppers were increasingly looking elsewhere—particularly to a leading online retailer—for broader, more holistic solutions.
Building upon a comprehensive quantitative study to address this shift, our research experts conducted a qualitative study to explore the root causes behind shopper migration and to identify strategies to help their retail partner offer a more comprehensive and trusted experience for those managing chronic pain.
THE PROBLEM
Missed Opportunities in a Fragmented Shopper Experience
While the retail client performed well in core analgesic categories, several critical challenges emerged:
- Limited Share of Wallet from High-Risk Shoppers: Chronic pain consumers often turned to a key online competitor for supplements, devices, and more natural solutions—especially when managing complex or long-term conditions.
- In-Store Disconnects: The shopper journey in-store was hindered by fragmented categories, difficult-to-navigate layouts, and physical barriers that posed real challenges to consumers living with pain.
- Digital Experience Gaps: Online, the retailer lacked the intuitive search tools, robust product reviews, and personalized navigation features that chronic pain shoppers have come to expect from their preferred online platforms.
To strengthen shopper loyalty and win back market share, the brand needed to uncover the deeper emotional and behavioral drivers influencing shopper decisions.
OUR APPROACH
Immersive, Empathy-Driven Research to Understand the Chronic Pain Journey
To capture the complexity of the chronic pain shopping experience, a two-phase qualitative research program was designed:
Phase 1: Online Shop-Alongs
- One-on-one online moderated sessions
- Focused on how chronic pain shoppers navigate ecommerce platforms and what influences retailer choice
Phase 2: In-Store Shop-Alongs + Ethnographies
- In-home ethnographies followed by in-store visits to understand how pain impacts daily routines and product decision-making
- In-store shop-alongs with chronic pain shoppers to understand how they shop and their decision-making process to uncover areas of opportunity
Research Priorities
- Channel preferences and switching behaviors
- Product discovery challenges and unmet needs
- Emotional drivers, including trust, validation, and empowerment
- Attitudes toward traditional vs. natural solutions
- The role of reviews, packaging, and signage in building retail credibility
The result
Guiding a Retailer Toward Shopper-Centric Pain Management Solutions
The research revealed clear pathways to improving both in-store and digital experiences:
- Elevate Discoverability: Shoppers want centralized access to all pain relief categories—internal medicines, topicals, devices, and supplements—without a scavenger hunt across multiple aisles.
- Create a Destination Experience: Recommend establishing a “Pain Management Hub” in-store and online, featuring curated assortments, educational content, and real consumer stories.
- Boost Digital Confidence: Integrate more robust product reviews, implement autocomplete search features, and enhance filtering to guide shoppers toward effective solutions faster.
- Bridge the Trust Gap: Shoppers often felt dismissed in healthcare settings and turned to peers and online communities for support. The retail experience should recognize this and reflect empathy and validation.
This insight-rich exploration empowered the pharmaceutical client to advise their retail partner with confidence—shifting from simply offering products to delivering a pain relief experience that resonates with shoppers on both functional and emotional levels.
proven experience
related case studies
