we talked to several women to understand how they feel about HPV and cervical cancer, testing at home and visiting a gynecologist. We also asked them to test the new device and share their experiences with us. With this knowledge we were able to define different attitude sets (personas) whom Neumann Labs could reach on different platforms via different messages.

we shared all our findings with Neumann Labs' communication agency and provided them guidelines that helped them develop a successful online marketing campaign. The campaign led to selling even more devices that they eventually planned.