To achieve this, they sought a compelling claim that could
be leveraged across several communication platforms.
Working with MMR, the client was aware that it had a product
advantage over the competition. To take
things to the next level, we designed a piece of research to pressure test this
product advantage further – ensuring it was watertight enough to support a
competitive claim. We appreciated that
the research design must be able to withstand a challenge from a competitor.
We provided strong recommendations in terms of the sample
used, the overall approach and the questionnaire design to make sure the research
would stand up to such challenges.
Results indicated a clear advantage for the client’s
product. We provided specific
recommendations in terms of the claims that could be made using these results –
and the wording that could and could not be used.
The client embraced our recommendation and was able to roll
out a new impactful claim across various platforms in with full confidence.
Early client feedback has been encouraging.There are now plans to roll out the claim
above the line – and we await the results of this and other initiatives.