Case Studies
Sorts and Screens
Sniff Out the Winning Design
This research explored different design/color package options for the launch of an attractive scented household product.  Respondents viewed photos of the designs via the Internet and sorted them based upon interest in purchasing, as well as for the designs’ fit with the fragrance and the respondent’s home décor.  TURF analysis determined the combinations of three designs that would maximize consumer reach for the initial three-fragrance launch
Read Between the Lines
An experimentally designed conjoint-based research approach was employed to systematically identify the strongest concept elements with which to position a small durable product, including benefit and support points, descriptors and tag lines.  A model quantified the impact of each copy variable on interest in buying and isolated the most compelling copy point combinations.  The results were used to develop concept and advertising copy for restaging this product line.
 

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