Develop Compelling Communication

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A premium feminine care product sought an optimal communications platform.

Challenge: Evaluate 84 different benefits to cover all product features, determine which benefits command higher price point, and identify communications platform to create premium positioning and attract broadest share of market.
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Radius Approach: Message Optimizerâ„¢broke 84 benefits into 2 Max/Diff exercises: product features + tangible and emotional benefits.
Outcome: Communications platform achieved 87% reach among target. Product design was optimized in context of positioning strategy.

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