B2Me Insights

BEFORE WE ASKED PEOPLE TO INVEST UP TO $500 IN A NEW PRODUCT THAT DIDN'T EXIST, WE HAD TO UNDERSTAND WHAT MAKES THEM TICK. 

People with sleep apnea feel trapped. They can’t even remember what it’s like to get a good night's sleep. And the main treatment option – a clunky CPAP mask – is almost as bad as the condition itself. The majority of patients loathe the mask so much that they quit wearing it after a week.

With little confidence in existing treatment methods, our audience was immediately skeptical of Airing’s revolutionary size. It seemed too good to be true and anything that made them feel like they were being sold to would trigger skepticism. Before they could hear us out, we had to earn their trust.