How a leading eye care company identified opportunities to expand globally.
Challenge: Key factors the study needed to address included: Understand consumer expectations, habits and beliefs; identify consumer targets with greatest potential; and determine motivating messaging strategy.Radius Approach: Opportunities and Barriers tool to measure usage and attitudes.Max/Diff to select benefit messaging. Opportunities matrix and communication strategy.Outcome: Client obtained clear direction on overall framework for identifying opportunities, differentiation among consumers using messaging strategies, and tailored messaging across seven countries based on cultural preferences.
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