When briefed to help drive sales for Prospan, a kids’ cough remedy, last winter, with no real brand presence and a modest budget, we knew we needed to do something special. Our solution: we created the world’s first cough predictor. Rather than competing with pharma-giant budgets to get Prospan’s name in front of mums, research showed our main competitor, was in fact apathy. It seemed most mums were reticent to medicate their children, instead assuming coughs would sort themselves out over time. Through consumer sentiment monitoring, search analysis and primary qualitative research, we discovered a window of doubt open to us: Mums were regularly questioning ‘how long to wait before taking action?’ on online parenting forums.