Intriguing Insights

Ask the same people the same questions in the same ways, and get the same answers your competitors do. We chose to challenge the conventional wisdom to look at unique dimensions and interact in different ways to get insights that reveal truly different opportunities.

Some of the dimensions we’ve used to uncover new segments include birth order and cognitive modality. We found significant skews on those and other dimensions for overall concept appeal and attribute preference ranking.

This led us to test:

• A direct mail kit without a letter, conveying the offer primarily through graphics—matching the response of the control package, while acquiring respondents from new segments.
• Employing the principle of cognitive dissonance in constructing a rate offer that would reduce response, yet increase engagement to yield a greater revenue stream over time.