Case Study: Large Global Biopharmaceutical Company validates culturally relevant brand identity with Kantar

We carefully approached a sensitive topic with a tailored audience to gather reliable data to inform the final visual identity for a brand

The large global biopharmaceutical company needed to test a new brand identity, including its logo, for any potential negative cultural or religious connotations, particularly within Muslim-majority markets. They required feedback from a niche audience of specialist physicians and internal employees. To address this challenge, they partnered with Kantar to conduct this sensitive research.

Kantar implemented an online survey in Indonesia and Malaysia using the Kantar Profiles Network. They provided strategic advice on how to engage the medical professionals and gather insights without causing offence. The resulting robust data verified the logo had no negative connotations, giving the client the assurance to launch a successful new brand that embodies their vision of compassionate science.