Messaging Strategy Development
The Call
Our client was preparing to launch a new personal care product designed to meet the needs of specific subsets of consumers. While product development was well underway, the team was split on how to proceed with messaging that resonates. They called on Catapult Insights to examine how to communicate the product’s benefits in a way that felt relevant, inclusive, and clear to a diverse audience.
Our Response
We designed a custom qualitative approach featuring webcam interviews with a mix of prior HUT participants and newly recruited consumers. This provided a dual lens understanding of how messaging landed with individuals who are familiar with and new to the product. The study explored reactions to short copy, product descriptions, feature language, claims, headlines, one-liners, and FAQs. Moderating methods created a comfortable environment which encouraged participants to speak freely about what resonated—and what didn’t.
The Celebration
Our research delivered clarity on a path forward for our client, identifying specific phrases that established a connection to consumer needs and desires – and flagging words that fell flat. This included naming product features using language that reflects consumer routines and needs, resulting in a cohesive and resonant messaging strategy. Ultimately, the study helped our client refine their messaging strategy ahead of launch. By grounding communications in the lived experiences of its audience, the team is better equipped to connect with consumers in a way that feels authentic and empowering.