the challenge

Our client was expanding into a mature category with numerous competitors. Because many consumers made their decision at shelf, packaging had to quickly communicate the right value and effectively “sell itself.” The client had initial messaging in mind but wanted consumer validation before launch.

our approach​

• Used qualitative research to understand what drove product selection and the roles of features, benefits, and claims.
• Reviewed competitive products and packaging with consumers to identify what was most meaningful in the selection process and why.
• Applied our proprietary Messaging Optimization model to prioritize features, benefits, and claims using derived data designed to be more predictive than stated preference alone.

the impact

The work provided clear direction on both what to communicate and how to prioritize the message hierarchy. It also identified more consumer-friendly language to replace internal terminology.

The optimized messaging outperformed the client’s original messaging 2-to-1. The client moved forward with the recommended package, and the new product exceeded first-year sales expectations.