Understanding the attitudes and barriers to Egg Donations to optimise advertising effectiveness and assist market entry.
The European Sperm Bank is the largest sperm and egg bank in Europe and looking to expand into the United Kingdom. The research was required to help understand the brand and messaging required to help develop its business and marketing strategy.
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The Challenge
Based in Copenhagen, Denmark, The European Sperm Bank is the largest sperm and egg bank in Europe. Looking to expand to the United Kingdom and to open its first egg bank in England. The European Sperm Bank wished to conduct market research to explore motivations for and barriers against egg donation as well as test different creative concepts for marketing appeal and call to action.
Research Approach
Given the exploratory nature of the subject, Vision One recommended a qualitative approach consisting of three focus groups conducted across different geographical locations amongst target females aged 18 to 35.
Research Findings
Our research identified that the target audience is more altruistic (rather than financially motivated), and outlined how the most challenging barriers to egg donation could be overcome.
The research successfully provided vital strategic insights into how the European Egg Bank could position itself on the market through advertising to convert women into donors.
