Problem

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.

Approach

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.

Learning

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.