Decision Point - Market Research and Consumer Reports

Client case studies

message optimization to maximize sales

An international market leader expanding into a new and highly competitive category, needed to identify the optimal messaging for their new product package; a compelling message that could “sell itself” on shelf.

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, 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.

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