THE CHALLENGE
Operating in an established, highly competitive space is a challenge for any brand – how do you make your brand stand out and drive the behaviour change you desire?
Our client faced this exact challenge with two core customer segments, one of which required a significant behavioural change to drive increased use.
Their Core Visual Aid (CVA) has evolved over time, based on clear insights from primary research – understanding the desired behaviour change (and barriers to this), as well as testing the materials themselves based on customer feedback.
As the market evolved, our client wanted to leverage all their previous research to ensure the next evolution of the CVA was ‘pre-optimised’ before investing time and budget in another round of HCP testing.
Our client needed:
Specificity: feedback, tailored to the CVA and brand objectives, to drive optimisation before primary research was undertaken
Rapidity: three weeks, start to finish
Confidence: confirming the new evolution of the CVA was better than the existing one (pre-research)
Efficiency: only testing optimised materials with customers to ensure efficient use of budgets
OUR APPROACH
Combining the power of Artificial Intelligence and human intelligence
Artificial Intelligence: harnessing insights from our client’s previous research
Human intelligence: specialist behavioural scientists delivering feedback that drives action
- We created a client-specific generative AI tool trained on a closed dataset of relevant previous research
- This AI tool was used with metAInsights™* and Branding Science’s behavioural science expertise to build a tailored CVA assessment framework
- We used this assessment framework, combined with our client’s brand plan and an AI-driven simulated eye tracking tool, to evaluate the individual pages of the CVA
OUTCOME
A collaborative process across 15 working days
- Developing the assessment framework as a guide to what ‘great’ looks like
- Evaluating each page of the CVA against the framework to develop specific recommendations for each page and globally
Leveraging:
- Client insights from previous CVA tests and studies to identify behavioural drivers
- The brand plan – to set the goal
- Insights from our metAInsights™ tool, based on 15 years of CVA testing across different brands
- The knowledge and experience of our insights and behavioural science specialists
Clear and timely feedback
The speed allowed the insights to be included in decision-making on how to optimise the Core Visual Aid
Delivered within the specific context of our client’s brand challenge and CVA
A tailored assessment framework that formed the basis for a robust evaluation of the new CVA – and further iterations in the future
A very satisfied client!
“I love it… congratulations, I’m really happy with how this can help us with next steps.” – Marketing Lead
If you need data and insights to drive your tailored customer engagement/channels strategy, please ask us to show you our innovative approach.
Get in touch
Lucy Ireland, Senior Client services Director: lucy.ireland@branding-science.com
* metAInsights™ is Branding Science’s LLM, which is trained on 15 years of previous research