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A Brand Makeover: Packaging Test

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A client wanted to redesign their packaging system across their entire product line – logo, branding, colors, imaging, product description, etc. The mission? Don’t alienate current users Bring new natural product users to brand. Make sure the new packaging system articulates their key brand pillars. Three packaging themes were created and tested against current packaging….

Monistat Tracking Case Study

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Measuring the Impact of Media Spending CHALLENGES In 2012, Insight Pharmaceuticals acquired the Monistat brand, which had retained its position as a category leader, despite several years with minimal marketing support. Insight Pharma needed to revive the brand to increase sales.  Specifically: ♦    Monitor how responsive the brand was to media spending ♦    Understand which…

Pre/Post-Awareness Case Study

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Measuring Awareness, Trial & Usage   CHALLENGES A company with multiple regional brands was looking to measure awareness, trial, usage, and campaign effectiveness among heavy users within the category. Uncover changes in “top of mind” (TOM) and aided recall, ad recall, changes in purchase behavior, and future purchase intent Determine if re-positioning efforts were getting…

New Product, New Category AA&U

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Challenges Troy Healthcare uncovered a new technology with the potential to bring relief to consumers suffering a potentially debilitating condition. They needed to understand the migraine category completely. Who are the sufferers? What is the nature of the suffering? Are they open to new ideas? How much would they pay for a new product? Insights…

Natural Medications vs. OTC

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Understanding the World of “Light Green” & “Dark Green” Moms Natural Medications vs. Over The Counter Medications. Challenges Where do natural medications stack up versus OTC medication on a mom’s radar? Are moms more inclined to buy natural medications for some ailments, and OTC for others? What are the underlying barriers and motivators? Where does…

Name Pre-Test

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Name Pre-test Saves the Day!   Challenges Our client pre-tested three product names for fit, purchase intent, appeal and relevance. It’s a good thing they did! Insights All three names chosen by the marketer failed to meet the established action standard. In fact, their preferred choice was least favored by a wide margin. Impact Our…

TV Ad Study

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Edgy or Irritating? How will you know if your ad crosses that line? Challenges Determine the effectiveness and impact of new TV ads in existing markets Decide whether or not to continue with the ads or start fresh with something new.   Insights While the TV ads were motivating, a deeper dive into the diagnostics…

Playing The Name Game

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Names & Labels That Resonate   Challenges The challenges for this pre/probiotic supplement client include understanding the awareness and usage of their category, identifying the packaging label that resonates most, and determining the best name for their product.   Insights Distinct opportunity to raise awareness of client’s brand. No clear winner was identified. Research identified…

Suppositories Brand Profiling Study

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You Put It Where?!? Suppositories: Challenges and Barriers to Use Challenges How receptive are moms to suppositories as a form of medication, given the risk of overdosing and the side effects associated with it? Does it have more appeal among special cases, where children would not ingest the entire dosage? The challenge was to understand…

Healthcare Brand AA&U Study

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To Rebrand or Not to Rebrand?   Challenges A large hospital in a top 5 market acquired a prominent specialized medical practice. They wanted to understand awareness and attitudes towards the medical practice within the regional market area. They also wanted to determine how the hospital system and medical practice might be impacted by the…

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