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Situation

An automotive classified website wanted to understand which messages would lead consumers to the site, best differentiate them from competitors, and complement each other to create the strongest campaign.

Outcome

Using Max-Diff scaling and TURF analysis, we were able to inform our client which messages consumers found most compelling and the mix of features that would maximize unique visitors to the site. We incorporated brand equity learnings to provide clear recommendations on which messages the client should continue to highlight, which should be de-emphasized, and which new messages should be included in their upcoming campaign.

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