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Identifying key messaging to target small and medium size businesses


A national postal organization was struggling to identify key communications messages to specifically target small and medium size business. It needed a solution that would help them pinpoint messages that would resonate and drive sales.


To address this clear business objective, The Strategic Counsel primarily employed Max Diff as a method to identify the strongest messages among 30 concepts. We were able to determine which concepts were stronger or weaker according to different segments. The approach also distinguished the concepts that would be persuasive in winning over clients from those that could be use for client retention.


The client was able to use the research to develop its strategy for market communications, and sharpen the messaging on key benefits and features directed at small and medium sized businesses.

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