Industry: Consumer Durable Goods
Area of Focus: Target Profiling & Message Optimization
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.