decision point approach
We executed qualitative research to understand the appropriate messaging hierarchy given the competitive set, and to identify the words consumers used to describe the product benefits.
Using our iterative Message Optimization tool, we captured target consumers’ responses related to the benefits and claims on multiple packaging design options, identifying the optimal messaging to maximize sales. Our approach is based on derived data vs stated responses which is more predictive of future behavior.
actionable results
Results were a clear identification of the combination of benefits and claims that would drive the most sales. The optimized message outperformed the client’s original selections 2-to-1 and predicted which competitive brands they would steal share from.
