An established personal care brand was launching into a new category. The creative platform was set, but the client was weighing up four potential in-store executions. There was a need to determine which execution would be most effective within a cluttered retail environment, where shoppers are known to rely on intuitive and habitual decision making.
We created a four-cell monadic experiment with design elements that mimic the real-world shopping mindset (distraction reel, limited exposure, time pressured questions and burdened respondents).
The research identified two creative options that performed significantly better in terms of their ability to cut through and deliver the desired response. Diagnostic measures highlighted the creative elements driving the success, with clear implications for future executions. We were also able to use the research to highlight opportunities to optimise performance.
Tweaks were made to the winning creative execution and it launched in-store. Ultimately, this improved the efficiency of the trade marketing spend and led to a more successful new product launch.
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