Fisherman’s Friend has used ODI to discover why people use the Fisherman’s Friends lozenges across three continents. The research revealed that people use the lozenges for different purposes, for example to cure a sore throat, to stay alert and to make a good impression on others. In total we found 50 jobs that people are trying to get done with lozenges! Fisherman’s Friend has used this information to successfully redesign its marketing communications campaigns.
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