Using a Quantitative Study to Build Brand Messaging
A pharmaceutical company preparing to launch a new women’s health product is building their brand messaging for consumer marketing. They have a large list of potential messages that their agency has developed, and they would like to understand how to narrow down the list to a cohesive story.
This methodology is an online, quantitative study that uses advanced analysis such as TURF and market basket analysis to construct the optimal story among the messages.
Shortly after the project, the client identified a new target audience (younger women who are newly diagnosed). As the project included an interactive simulator for testing different scenarios and filtering by demographics, the client was able to modify the overall optimal story to fit the more specific audience. This allowed the company to quickly adapt to the changing internal prioritizations and present the right messaging strategy to their new target audience.