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Problem |
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| A healthcare company, following the launch of a free web-based
health management tool, was seeking to measure the overall
appeal of this initiative to a select target audience in their
target market and to further evaluate alternative messaging
concepts. |
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Approach |
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| A quantitative survey was designed and administered to
target consumers, incorporating a series of sequential-monadic
administered concepts. A stepwise logistic regression was
then conducted using a battery of demographic and psychographic
variables to determine if concept appeal could be predicted. |
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Learning |
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| It was determined that concept appeal could be predicted
close to 2/3 of the time, based on a short list of identified
attributes. These attributes were used to refine creative
and drive targeted communications and marketing strategy.
We also determined that a slightly altered positioning would
create a significantly stronger likelihood for target consumers
to switch to or deepen their loyalty to the client company. |
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