marketing-consulting Case Study
Using a Quantitative Study to Build Brand Messaging
The Client's Situation
Our client, a pharmaceutical company, was preparing to launch a new women’s health product and is building their brand messaging for consumer marketing.
The Campaign
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.
Approach + Solution
While the client expected to run traditional qualitative research aimed at finding a subset of messages that worked among target customers, Phoenix MI recommended our StoryBuilder approach.
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.
Results
The client was able to identify 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.
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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