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Situation

A major cable company needed consumer insight to help develop and market a new product to their Internet customers to maximize adoption rate.

Outcome

Using Max-Diff scaling in an online survey, we were able to inform our client of the most compelling features and "situations" for using the product to maximize adoption, as well as the Prime Prospects to target. The findings guided product development and marketing communication priorities, in which emotional end benefits and values drove the messaging and tonality.

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