GOLD RESEARCH INC

As competition intensified in the growing Whole-Body Deodorant (WBD) segment, Lume and its parent company Mammoth Brands were challenged to step forward with strategic category insights to fuel long-term growth. Lume needed to:

1. Expand the overall APDO (Antiperspirant + Deodorant) category
2. Accelerate Whole-Body adoption
3. Improve shelf planograms and in-store messaging
4. Influence Walmart and Target merchandising strategies
5. Strengthen its leadership position with retailers

Pain point: Dairy Farmers of Wisconsin urgently needed to stop opportunity “leakage” across the shopping journey — lost prospects were slipping out of the funnel and not converting into verifiable leads.

As a consumer-packaged goods brand recovering from COVID-driven shifts in shopper behavior, they faced an unfamiliar, fragmented purchase path and needed granular, journey-driven insights to act quickly.

Identifying that leakage historically drove 30%–90% increases in revenue opportunity, the stakes were clear: without pinpointing where and why buyers dropped off, marketing, merchandising and retailer communications would continue to underperform.

The trigger: post-COVID changes in how and where buyers make decisions prompted Consumer Insights Director Kimberly Koh to commission a focused study with Gold Research to map decision points and influences — including industry tactics (included MRS) — that could be turned into measurable actions.

Core question to resolve: How can Dairy Farmers of Wisconsin identify exact touch-points where buyers abandon the journey, quantify the impact, and convert those gaps into verifiable leads?

Patients were delaying getting hearing aids — a small delay with huge consequences for quality of life, work, family and mental health.

WS Audiology, a global hearing-health company, observed this urgent problem and tasked Yogesh Chavda, Head of US Market Insights, to find out why. The trigger for the research was a clear, practical question: what in the patient journey causes people to put off hearing help, and how can those delays be reduced?

Empathizing with patients facing stigma, uncertainty and real-life impacts, WS Audiology engaged Gold Research to map the experience end-to-end and to surface actionable barriers.

The work focused on two concrete deliverables:

1. Uncover the distinct journey stages patients follow from first signs of hearing loss to seeking help, and
2. Identify the pain points at each stage that cause delays.

The core challenge: identify the specific touchpoints and frictions in the patient journey that, if addressed, could materially shorten time to care for millions.