Objective
To understand the message bundle that makes up the most motivating brand story, differentiating from competition, and thereby capturing the largest portion of the market possible.
Approach
Message importance was derived from the MaxDiff design. The number of messages included in the design was 40.
Message Bundle Evaluation was conducted by a physician/MD ‘carries forward’ their own prioritized set of messages through a conjoint exercise. Respondents were exposed to a series of experimentally derived bundles of messages.
They repeatedly selected their ‘preferred’ bundle from the set of alternatives shown to them. Based on which, it was determined which one was most motivating and which was most differentiated.
Impact
Best bundles: Derived the best 2/3/4/5 message bundles and the incremental reach of each additional bundle.
