Our Approach to Communication Development
We believe in the notion that creative testing should try to mimic the “real world” as much as possible, whereby your audience is not always consumed with thoughts of your product or brand the moment they intercept with a communication piece.
To that end, we always recommend to expose the creative prior to any specific brand discussion and allow thoughts and feelings to flow naturally throughout the creative conversation.
Positioning and Value Prop - Message Development - Creative Testing - Packaging Design -
Positioning and Value Prop - Message Development - Creative Testing - Packaging Design -
CASE STUDY
LBR Insight identified messaging improvements needed to meet the needs of healthcare providers
The Challenge:
A healthcare company, along with its agency, wanted to learn more about their target audience and evaluate creative and messaging concepts, including a white paper. The goal was to understand what optimizations could be made to strengthen the concepts.
Our Approach:
LBR Insight conducted 16 online discussions across three healthcare provider segments. The conversation flow focused on evaluating concepts based on rational and emotional drivers to motivate them to treat their patients with the brand’s product.
The Outcome:
LBR Insight identified the concept that was most motivating, however a consistent thread was lacking across assets. The message alone was also not compelling enough, as more substantive data was needed to strengthen its impact.
TESTIMONIAL
Your brilliance made our creative ideas a reality this year.
–– Agency Co-Founder
CASE STUDY
LBR Insight tested packaging designs to assess their ability to drive brand consideration
The Challenge:
A consumer packaged goods company was looking to understand the top-performing packaging concepts that motivated consumers to purchase or inquire about the product, while also evaluating the underlying brand promise.
Our Approach:
LBR Insight conducted eight in-person focus groups across two cities, engaging two distinct customer segments who used the product for different reasons.
The Outcome:
The winning packaging concept both met the client’s strategic objectives and was most compelling among both customer segments. This concept, however, lacked stopping power, as its unique benefits were inside the packaging.