New Product Positioning

Used to measure subconscious emotional responses to an ad campaign for a teletherapy marketplace solution.

Identified top-performing concept across all survey responses.

new-product-positioning

SITUATION

A teletherapy marketplace solution for educational institutions wanted to measure responses to various ad concepts and identify which one was most likely to appeal to the audience.

CONTRIBUTING FACTORS

  • Eight concepts were evaluated for emotional engagement and arousal.
  • Responses were to be measured to the narrative, creativity, and focus of the ad.
  • Also identified the exact point at which the viewers’ interest was piqued.

CHALLENGES

The campaign had to appeal to a very specific audience – young female students. Concepts had to be tested for aspirational value, pleasure vs pain, and solution focus.

HIGHLIGHTS

While concept A was the Top Performing concept across all Survey Responses

  • Top performer overall.
  • The top performer among primary target, females.
  • Top performer on “Got my attention / this is for me”.

It was concept B that was the Top Performer on Subconscious Emotion Measures

  • Strongest emotional “Arousal” generator in first 3 seconds.
  • Strongest on “Emotional Engagement” at 6 seconds.
  • Actionable media implications.