client challenge
- Our client, an international market leader in durable goods, was looking to expand into a mature category with numerous competitors.
- Within this category, many consumers made their purchase decision at shelf, so our client knew the packaging would be critical in driving purchase of the new item. The packaging needed to “sell itself”.
- The client had an idea what they wanted to communicate on the package but wanted consumer validation.
decision point approach
- We started with qualitative research with the target consumer to understand what drove purchase selection, including what role features, benefits and claims played.
- We reviewed and discussed competitive products and packaging to uncover what was most meaningful to their selection process and why.
- We then used our proprietary Messaging Optimization model. We captured the target consumers’ responses to different combinations of features, benefits and claims and gauged the impact on purchase intent within the competitive set. Our Optimization model is based on derived data vs stated responses which is more predictive of future behavior.
impactful solutions
- Results provided clear direction on what to communicate on the package and the hierarchy to maximize sales.
- We identified “consumer-friendly” terms to use instead of terms frequently used internally by our client.
- The optimized messaging outperformed the client’s original messaging 2-to-1. The model also predicted which competitive brands they would steal share from.
client success
- Our client moved forward with the recommended package instead of their initial design.
- The new product exceeded Y1 sales expectations.
