Our strategy aimed to deepen Invisalign’s understanding of the various stages, touchpoints, and channels relevant to non-adult consumers, parents, adults, and prescribing doctors. We supported Throughline in crafting a comprehensive Patient Journey, mapping transactional moments, key decisions, and emotions.
To generate demand and foster the adoption of Invisalign among kids, tweens, and teens, we delved into the intrinsic motivations, concerns, and needs of our target audience. We collaborated with the Throughline team, extracting core insights from primary research methods such as human-centered video interviews, ethnography with teens, parents, adults, and healthcare providers in the US. Fieldwork check-ins allowed us to refine our probes as the research unfolded.