brand Case Study
Key Insights for Entering the Professional Market
The Client's Situation
Our client, a manufacturer of digital memory devices, was seeking to expand into the global professional market.
To do so, they needed to understand the brand space, key product features desired by professional users, and the optimal marketing messages.
This project presented two key challenges: reaching the target professionals globally, and applying a key driver analysis in the short interview time allowed by these respondents.
Approach + Solution
Due to the combined difficulties of reaching professionals, limited interview time, and use of a mixed-mode data collection process, traditional conjoint methods were not feasible.
Utilizing a scale-based tournament approach for both the phone and online surveys, Phoenix MI was able to incorporate live and virtual-interviewers, which enabled in-depth qualitative probing, which provided added insight.
Using the messages about these features, our client successfully launched their professional memory device in 20 different countries. Within one year, our client was positioned as one of the top two brands in 12 of those countries.