Developing a Messaging Platform to Connect with Consumers via Claims Testing
The Call
A global, award-winning home fixture manufacturer was in the process of exploring and narrowing down a series of different customer-focused communications (for both consumers and professional installers). Catapult Insights partnered with the manufacturer in creating a program to understand which claims resonate most with consumers and professionals.
Our Response
Catapult Insights designed and conducted a quantitative online study with both consumers and professional installers to understand their receptivity to the different brand-level communication claims in development. To capture a more complete picture of the market, a top competitor brand claim was also included to serve as a baseline comparison point for the data. A sequential monadic design with a random exposure of claims was utilized to reduce bias and accommodate the number of claims we needed feedback on while still maintaining a positive respondent survey experience. Using this approach, each respondent rated each claim on a series of diagnostic measures (purchase consideration, differentiation, etc.) and key brand perception goals.
The Celebration
Two standout options emerged from the research where one resonated strongest with consumers and the other with professional installers – these messages played to the manufacturers strengths while highlighting the benefits the brand offered its target customers. Diving deeper, Catapult Insights also provided direction on how a hybrid version of the claims could be created to reach both audiences with a single message. Our definitive direction gave our client the clarity needed to confidently move forward with claims statements that resonate with their customers and bested the competition.
Catapult Insights is always proud to be an action-oriented partner with our clients as we strive to offer meaningful insights with realistic, but concrete recommendations.