The Key Challenge
Delivering the most attractive, differentiated, and unique proposition as possible, factoring in the complexity and cost of offering certain features above others, to meet the desired emotional needs and wants of the target consumer. With a launch planned in just a couple of months, time was of the essence.
The Researchcraft Approach
Working within a tight budget, Researchcraft delivered a sequential programme of quantitative and qualitative research that provided a complete evaluation and understanding of the overarching components of a proposition that considered c.40+ features. Semantic scales and an engaging online survey kept respondents focused on what could have been a potentially laborious survey.
The Outcome
The qualitative research validated the quantitative findings. The true emotional factors were identified for key consumer groups, enabling the client to launch the product as planned, with the confidence that the components of the proposition would deliver the brand promise sought by potential customers.