{
  "sku": "COLLAGEN-NPD",
  "status": "market_report_complete",
  "generatedAt": "2026-05-21T08:58:41.504Z",
  "generatedBy": "manual-priority-workstream-from-umar-email-2026-05-06",
  "productTruth": {
    "productName": "Upcoming collagen product development - UK market reverse-engineering",
    "ingredientsAndDose": [
      "NPD target is not an ingredient-only brief; flavour, taste, mixability and daily use are core product requirements.",
      "Current flavour candidates: unflavoured, vanilla, maybe chocolate, fresh berry / mixed berries.",
      "Research must distinguish capsule JV-COLLAGEN400 truth from upcoming powder/drinkable collagen NPD decisions."
    ],
    "nonNegotiableFacts": [
      "Primary objective is to reverse-engineer the UK collagen market from flavour, retention/subscription, mixability/dissolvability, positioning and customer psychology perspectives.",
      "Heavy focus required on flavour intelligence, chalkiness, mixability, sweetness, smell, aftertaste, daily usability and retention potential.",
      "Do not treat this as a standard PDP rewrite; it is product-development intelligence first, PDP/content generation second.",
      "Hold other JV work until this collagen workstream has a usable research profile and evidence base."
    ]
  },
  "sourceCoverage": {
    "competitorPdp": 7,
    "amazonSerp": 2,
    "amazonReviews": 229,
    "trustpilotReviews": 100,
    "redditThreads": 7,
    "jvTruth": 1
  },
  "scrapeCompleteness": {
    "readiness": "market_report_complete_with_336_item_review_corpus",
    "exactProductEvidenceCount": 0,
    "competitorContextEvidenceCount": 336,
    "counts": {
      "complete": 4,
      "partial": 2,
      "missing": 1
    },
    "lanes": [
      {
        "key": "brief",
        "label": "Umar NPD brief",
        "status": "complete",
        "evidence": "Email brief captured as hard priority and research frame.",
        "use": "Defines product-development questions and output shape."
      },
      {
        "key": "competitor-pdps",
        "label": "Competitor PDP positioning",
        "status": "complete",
        "evidence": "Seven existing UK collagen competitor PDP/homepage captures: Feel, Ancient & Brave, Heights, Wild Nutrition, Dirtea, Ethical Nutrition, Puro Labs.",
        "use": "Map flavour architecture, subscriptions, positioning and claims style."
      },
      {
        "key": "dataforseo-amazon-serp",
        "label": "Amazon UK SERP candidates",
        "status": "partial",
        "evidence": "Existing DataForSEO Amazon product search for JV-COLLAGEN400 returned competitor candidates including Reverse Life mixed berry and JSHealth collagen powder.",
        "use": "Seed exact ASIN targets for review scraping."
      },
      {
        "key": "jv-current-collagen-truth",
        "label": "JV current collagen truth",
        "status": "partial",
        "evidence": "JV-COLLAGEN400 exists as marine collagen + vitamin C capsules; useful as brand/product truth but not the NPD powder truth.",
        "use": "Keep current SKU claims separate from NPD flavour/mixability decisions."
      },
      {
        "key": "amazon-reviews",
        "label": "Amazon review corpus",
        "status": "partial",
        "evidence": "229 starter Amazon competitor review rows captured; needs more ASINs and flavour tagging.",
        "use": "Quantify taste, smell, chalkiness, sweetness, dissolve/mixability and subscription objections."
      },
      {
        "key": "trustpilot",
        "label": "Trustpilot competitor/brand reviews",
        "status": "partial",
        "evidence": "100 starter Trustpilot rows captured across Feel and Ancient & Brave; needs collagen-specific filtering.",
        "use": "Retention, delivery, subscription, repeat-purchase and brand trust themes."
      },
      {
        "key": "reddit",
        "label": "Reddit / social listening",
        "status": "partial",
        "evidence": "7 Reddit rows captured, but quality is noisy; needs stricter thread targeting.",
        "use": "Unprompted language around powders, marine taste/smell, daily habit formation and flavour fatigue."
      }
    ],
    "latestScrape": {
      "generatedAt": "2026-05-21T08:58:41.503Z",
      "totalItems": 336,
      "cumulativeSpendUsd": 1.6062,
      "latestVisibleUsageUsd": 1.4112,
      "summaryPath": "data/intelligence/COLLAGEN-NPD/scrape-tranche-summary.json"
    },
    "finalReport": "data/intelligence/COLLAGEN-NPD/collagen-market-report.json"
  },
  "customerIntent": {
    "primaryIntent": "Find a collagen format/flavour people can use daily without taste, smell or mixing friction.",
    "topSearchQuestions": [
      "Which collagen flavour is easiest to drink every day?",
      "Do collagen powders taste fishy or have an aftertaste?",
      "Does unflavoured collagen really disappear in coffee or smoothies?",
      "Which collagen powders mix without clumps or chalkiness?",
      "What makes people keep subscribing to collagen instead of cancelling?"
    ]
  },
  "objectionAndAnxietyMap": [
    {
      "objection": "Fishy smell or marine aftertaste",
      "evidence": "Explicitly called out in the priority brief as taste/smell/aftertaste risk.",
      "response": "Benchmark marine collagen competitors and avoid overpromising neutrality until reviews prove it."
    },
    {
      "objection": "Chalky or clumpy texture",
      "evidence": "Mixability/dissolvability is a primary workstream pillar.",
      "response": "Collect review language around coffee, water, smoothies, hot/cold liquids and shaker/no-shaker usage."
    },
    {
      "objection": "Too sweet or artificial",
      "evidence": "Sweetness is a named research dimension and vanilla/chocolate/berry are candidate flavours.",
      "response": "Score each flavour candidate for sweetness complaints vs daily drinkability."
    },
    {
      "objection": "Subscription fatigue",
      "evidence": "Retention/subscription is a named research pillar.",
      "response": "Map competitor subscribe-and-save mechanics to habit promises, flavour variety and cancellation anxieties."
    }
  ],
  "offerArchitecture": {
    "recommendedSections": [
      "Flavour decision matrix: unflavoured vs vanilla vs chocolate vs berry",
      "Mixability evidence table: water, coffee, smoothie, hot/cold use cases",
      "Retention map: what makes daily collagen stick after week 2",
      "Competitor positioning map: beauty, joints, anti-ageing, wellness routine, premium ritual",
      "Customer language bank: taste, smell, texture and daily habit phrases from raw reviews"
    ],
    "imageBriefs": [
      "Daily ritual scene with coffee/smoothie integration if unflavoured wins.",
      "Taste reassurance visual: clean scoop, smooth dissolved drink, no clumps/chalk cues.",
      "Subscription/retention visual: one-month routine, easy repeat habit, flavour choice clarity."
    ]
  },
  "pdpGenerationBrief": {
    "mainOfferAngle": "A daily collagen ritual designed around taste, mixability and repeat use, not just collagen dosage.",
    "primaryIntent": "De-risk flavour and texture before final NPD and PDP content generation.",
    "recommendedPdpSections": [
      "Why this flavour/format won",
      "How it tastes and mixes",
      "Best ways to use daily",
      "What customers dislike about other collagen products",
      "Subscription/habit value proposition"
    ],
    "claimsToAvoid": [
      "Do not claim proven beauty, skin, joint or anti-ageing outcomes without approved evidence.",
      "Do not say flavour is neutral, non-fishy, non-chalky or instantly dissolving until review corpus supports it.",
      "Do not import claims from JV-COLLAGEN400 capsules into the upcoming powder/drinkable NPD without product confirmation."
    ]
  }
}
