A global e-commerce company was searching for the perfect product name and marketing strategy for a new product launch. To ensure success, various options were to be tested quickly and comprehensively. The aim was to make a decision that would convince the target audience and make the launch a success.
Leveraging customer preferences to enhance marketing communications
This case study employed a quantitative research approach as the primary consumer research method to swiftly obtain robust results given the constraints of limited time. The study facilitated the data-driven selection of the best product name and the design of visual marketing communication.
Five distinct product names were up for consideration. These were evaluated both in isolation and in conjunction with aspects such as trust, perceived functionality, and usage. The study enabled a clear understanding of the associations potential customers made with each name.
Regarding marketing communication, the challenge was in selecting the most effective of nine different advertising materials. To select the motive, a monadic test was conducted. Participants rated each online banner based on several criteria, including interest, product understanding, design, color scheme, and text comprehension. Finally, a ranking of all nine advertising materials was performed.
Through this detailed evaluation, reliable insights were gained into which banner resonated best with the target audience and thus offered the greatest potential for successful marketing communication.
Data-driven decision making
The quantitative study was instrumental in the successful launch of the new product. By meticulously analyzing various product names and banner designs, the company was able to make informed, data-driven decisions that optimized its market positioning. This case demonstrates the critical role of data-driven strategies in navigating the competitive e-commerce landscape and achieving sustainable growth.
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