brand Case Study

Key Marketing 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.

Product Innovation, Brand Space, Marketing Messages, Key Driver Analysis

The Challenge

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.

Product Innovation, Brand Space, Marketing Messages, Key Driver Analysis

Approach + Solution

Phoenix MI designed a data collection methodology that used a single program to identify professionals in country-specific panels and to target local-language phone recruits.

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.

Results

Phoenix identified the four key features that professionals valued in these products, and as a result, the client was able to successfully launch their product.

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.

Product Innovation, Brand Space, Marketing Messages, Key Driver Analysis
Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.
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