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High-Definition consulting group
High-Definition's expertise in all aspects of marketing brings focus and clarity to bottom-line performance drivers.

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Assess Underperformance of a New Product

Financial Services Company

What we did
Reviewed internal attitudinal and product usage data
Investigated syndicated and competitive data
Interviewed product management group

What we discovered
Five distinct attitudinally-driven groups characterized product ownership
New product’s functionality was not understood by a large group of product owners
Among those who understood the product, lack of a compelling value proposition precluded use
Once consumers began to use the product, they quickly embraced it

Strategy
Provide strategic review of product marketplace and usage parameters

Tactics
Built landscape of key issues and sources which shed light on these issues
Identified key barriers to trial
Built alternate value proposition hypotheses for accelerating product usage
All findings reported to client in 30 days

Results
Testing of hypotheses led to advertising campaign addressing trial barriers
Product now achieving household usage goals

 

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