Business Research Proposal: Analyzing Consumer Reactions to the Tylenol Controversy

Recommended Framework: Segmentation, Targeting, and Positioning (STP)

1. Segmentation: This is the process of dividing a broad consumer market into smaller, more manageable subgroups (or segments) based on shared characteristics. These can be demographic (age, income), geographic (location), psychographic (values, lifestyle), or behavioral (purchase history, brand loyalty).
2. Targeting: After identifying the various segments, you evaluate their attractiveness (e.g., size, profitability, growth potential) and select one or more segments to focus your efforts on. Not all segments are created equal, and a smart strategy involves choosing where to allocate your resources.
3. Positioning: This is the final step where you define how you want your brand and message to be perceived by your target segments. You craft a specific marketing mix (product, price, place, promotion) to meet their unique needs and resonate with their values.

Part 1: Information Collection

A. Web Search Plan

• Queries related to the acquisition and financial performance: "Kimberly-Clark acquisition of Kenvue analysis 2025", "Kenvue stock price performance post-IPO", "Kimberly-Clark Kenvue merger synergies".
  • Purpose: To understand the financial stakes, the official strategic rationale for the acquisition, and the market's perception of Kenvue's value pre- and post-crisis. This helps quantify the business risk Kimberly-Clark is taking on.
• Queries related to the crisis specifics: "Tylenol autism lawsuit Texas details", "FDA statement on prenatal acetaminophen use and autism", "political figures acetaminophen autism claims".
  • Purpose: To collect the factual, event-based details of the controversy. This includes understanding the claims made, the parties involved (Texas AG, former President Trump, RFK Jr.), and the official scientific response from agencies like the FDA. This is the "say" from institutions.
• Queries related to consumer and market context: "consumer health market trends 2025", "social media sentiment analysis Tylenol controversy 2025", "Kenvue brands market share".
  • Purpose: To understand the broader environment. Are consumers generally more focused on wellness and natural ingredients? What is the volume and general tone of the social media outrage? How dominant are Kenvue's brands like Tylenol in their respective categories? This provides the backdrop for analyzing specific behavioral shifts.

B. User Interview Plan

• Interview Subjects: You need to recruit a diverse set of consumers to capture different potential reactions.
  • Segment 1: High-Stakes Parents: Parents with children under 10, or who are currently pregnant/planning a pregnancy. They are the most likely to be hyper-sensitive to safety claims related to children's health.
  • Segment 2: Brand-Loyal Chronic Users: Individuals who regularly purchase Tylenol (or competitors like Motrin) for chronic conditions (e.g., arthritis, frequent headaches). Their loyalty may be more resilient due to established habits and proven efficacy.
  • Segment 3: Low-Involvement Occasional Users: Consumers who buy pain relievers infrequently and have low brand loyalty. They may be easily swayed by negative headlines or price promotions for alternatives.
• Core Interview Questions & Analysis Purpose:
  1. "Think about the last time you purchased an over-the-counter pain reliever. Can you walk me through that decision? What were you looking for, and what did you end up buying?"
     • Analysis Purpose: To establish a behavioral baseline. This helps you understand their default decision-making logic (price, brand, type of medicine) before the controversy is introduced.
  2. "Have you come across any news or discussions recently about common pain relievers, for instance on social media or in the news?"
     • Analysis Purpose: To gauge organic awareness of the crisis. This question is intentionally broad to avoid leading them.
  3. (If aware of the Tylenol crisis) "Could you tell me a bit about what you heard or saw? How did that information make you feel or what did you think about it?"
     • Analysis Purpose: To capture their emotional and cognitive reaction—the "stated attitude." Listen for words like "outraged," "concerned," "skeptical," or "dismissive." This is the core of the "say" part of your analysis.
  4. "Has what you heard or read influenced what you buy or how you use these products at all? Why or why not?"
     • Analysis Purpose: To directly probe the "say-do" gap. This is where you uncover the real behavioral impact. A person might say they are "outraged" but then explain they still buy Tylenol because their doctor recommended it, revealing a conflict between social opinion and trusted advice.
  5. "When it comes to health information for you or your family, what sources do you trust the most? (e.g., doctors, pharmacists, family, news sites, specific social media accounts?)"
     • Analysis Purpose: To gather data for the "Targeting" and "Positioning" stages. Knowing a segment's trusted channels is critical for designing an effective crisis communication strategy.

Part 2: Information Analysis

• How-to: Systematically review your interview transcripts and group individuals into 3-5 distinct personas based on their reaction patterns. Look for common threads in their awareness, stated attitude, behavioral change, and trusted sources.
• Example Segment Personas:
  • The "Crisis Dismissers": Likely older, brand-loyal users. They were aware of the news but dismissed it as "political noise" and their behavior remained unchanged. They trust their long-term experience with the brand.
  • The "Anxious Switchers": Likely parents of young children. They were highly alarmed by the claims. Even if they were skeptical, the risk felt too high. They actively sought out and switched to alternatives. They trust pediatricians and "mommy blogs."
  • The "Vocal but Stable": These consumers may have posted or commented negatively on social media but did not change their purchasing habits. Their interviews might reveal that Tylenol is the only product that works for them, or that their outrage was more about the political figures involved than the product itself.

• How-to: Not all segments are equally important. Create a simple matrix to prioritize them. One axis is "Segment Size/Value" (using market share data from your web search) and the other is "Degree of Negative Business Impact" (based on their likelihood to switch from your interviews).
• Application: This matrix will show you where to focus. The "Anxious Switchers," for example, may represent a high-value, high-risk quadrant that requires immediate attention, while the "Crisis Dismissers" are a low-risk group that needs reinforcement, not intervention.

• How-to: For each target segment you prioritized, use the insights from your interviews (especially their trusted channels and motivations) to design a tailored communication plan.
• Application & Final Output: This is how you build the actionable playbook.
  • For "Anxious Switchers": The strategy would be to bypass the noisy social media channels and focus on messaging through pediatricians and pharmacists, providing them with clear, scientific data that reaffirms the FDA's position. The message should be about safety and scientific consensus, positioned to alleviate parental fear.
  • For "Vocal but Stable": This group doesn't need to be convinced to buy the product. The strategy here is about brand reputation management. It might involve engaging in public discourse that separates the brand's scientific standing from the political debate, using third-party experts to reinforce trust.
  • For "Crisis Dismissers": The communication here is minimal. The strategy is reinforcement. Loyalty programs or messaging that emphasizes the brand's long history of trust and efficacy would be appropriate.