Flosser Oral Care Innovation
How a pioneering oral care startup validated a revolutionary 7-second water-jet flosser concept, optimized positioning and pricing, and secured funding through comprehensive concept testing and conjoint analysis.
Project Details
Key Results
The Challenge
A pioneering oral care startup sought to introduce a new category of home oral hygiene system: an ultra-fast, custom-fit, water-jet-powered flosser designed to improve convenience, compliance, and oral health.
- Assess market interest for innovative oral care system
- Validate product's value proposition and positioning
- Determine optimal pricing strategy for advanced system
- Support successful product launch and investment efforts
Research Approach
Concept Testing & Conjoint Analysis
PROOF Insights partnered with Fresh Health to conduct a robust online quantitative study targeting U.S. consumers aged 25-64 with specific income requirements, using split-cell monadic concept testing and Adaptive Choice-Based Conjoint analysis.
Split-Cell Monadic Design
Four unique positioning statements tested across consumer segments
Adaptive Choice-Based Conjoint (ACBC)
Captured preferences across features, pricing, and purchase conditions
Large Sample Size
1,200 qualified respondents for robust statistical analysis
Multiple Positioning Tests
7-second pro-flosser, easiest flosser, oral health system, dentist-endorsed concepts
Positioning Concepts Tested
A 7-second pro-flosser
The world's easiest flosser
An oral health improvement system
A dentist-endorsed pro-flosser
Key Findings
Market Appeal & Positioning
- 50%+ purchase interest across all positioning cells before pricing
- 'From your dentist' and 'oral health system' framings performed best
- '7-second' feature highly motivating across all groups
- 'Oral health system' and 'easy to use' had greater resonance than 'pro flosser'
Price Sensitivity & Barriers
- Interest decreased by 50%+ when higher price point introduced
- Optimal price point identified below tested range
- High price was most cited purchase concern
- Secondary concerns: efficacy skepticism and brand unfamiliarity
Conjoint Analysis Insights
Impact & Outcomes
Strategic Implementation
- Refined Positioning: Emphasized quick, easy, and clinically effective cleaning
- Validated Pricing: Adopted optimal price range with financing options
- Product Development: Guided feature prioritization and customization
- Investor Support: Data validated business potential for funding
Business Results
Conclusion
By testing multiple concept positions and using conjoint modeling, PROOF Insights enabled Fresh Health to make data-backed decisions in a fast-evolving market. With clear understanding of what drives purchase intent, Fresh Health is poised to disrupt traditional oral care and offer a compelling alternative to string flossing and basic water flossers.
Market Entry Strategy
Clear roadmap for successful product launch with validated positioning and pricing
Competitive Advantage
Differentiated value proposition focusing on speed, efficacy, and convenience
Investment Ready
Research data supporting business case for additional funding rounds
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