decision point approach
- We conducted exploratory qualitative research to identify opportunity areas for the brand which led to:
- 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 to increase sales among the growth target and among current users and the new package design outperformed current design in additional consumer testing.
- The exploratory research we conducted at the onset of this project continues to be used by the brand team.