Competitive Messaging

Industry: Consumer Durable Goods
Area of Focus: Target Profiling & Message Optimization
Target: Consumers
Method: Quant online surveys

Background: Mattress manufacturer competing in the customizable bed space against market leader. Client needed better insight into the consumer decision-making process that leads to sales of the key competitor’s product.

Business Question: How can client company improve its targeting and messaging to increase market share in the customizable bed space?

Approach: Quantitative surveys among competitive mattress owners to profile who they are and understand why the bought the competitor’s mattress.

Outcome: The research allowed our client to more finely target potential buyers from a demographic standpoint. It also enabled them to change promotional messaging to speak to areas that are most important to potential buyers.

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