marketing-consulting Case Study

Using a Quantitative Study to Build Brand Messaging

The Client's Situation

women at a work out class

The Campaign

three women post together

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.


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.

a woman walks on a country road in the morning
Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.