decision point approach
- We conducted exploratory qualitative research to identify opportunity areas for the brand, which led to the following:
- Working with the client to develop new brand positioning
- Working with the client’s design firm to develop an updated brand mark and new packaging design
- Leading the development of an integrated advertising campaign in partnership with one of the nation’s top advertising and media-buying agencies
actionable results
- Our research uncovered how to differentiate the brand from the competition and give younger consumers a reason to consider the brand.
- The new ad campaign helped increase sales among the growth target and current users. In further consumer testing, the new package design outperformed the current design.
- The brand team continues to use the exploratory research we conducted at the onset of this project.
In conclusion, our comprehensive approach enabled the development of effective brand positioning and fostered successful collaboration with the client and their design firm. By uncovering valuable insights through exploratory qualitative research, we differentiated the brand from the competition and engaged younger consumers meaningfully. This targeted engagement helped the brand resonate more deeply with its audience and contributed to a compelling narrative supporting its market presence.
As a result, the new advertising campaign led to a notable increase in sales and improved package design performance during consumer testing. The fresh, consumer-informed packaging and advertising strategies have revitalized the brand’s image and appeal. Moreover, the brand team continues to leverage the insights gained from our research. This ongoing application helps them strengthen their strategy and make informed decisions as they move forward. This ongoing commitment to understanding consumer needs will enhance the brand’s long-term success in a competitive landscape.
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