Case Studies

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Concept Testing for Maximum Engagement

Issue

A major media company wanted to test concepts which extend it’s user base and increase current loyalty with new programs as incentives to sign up for a subscription.

Method

We conducted a quantitative study using an advanced statistical test called Maximum Difference (MaxDiff) to test and understand respondent affinity to a very large number of concepts. Through this statistical analysis, we were able to identify the hierarchy of preference of these concepts among three key user groups.

Findings

Concepts that directly involved consumers experiencing the category were the most appealing. Respondents were not as interested in tangentially related experiential offers.

Insights and Action

The client blended our findings with internal information and costs. They developed a statistical model that led them to understand which concepts had the greatest potential for near term roll-out and consumer adoption.