Optimizing Messaging & Positioning With Choice Modeling

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Executive Summary

Messaging and positioning choice modeling is recommended when the primary research objective is to obtain information that would allow a company to develop the most effective communications message to consumers, maximizing attraction to its specific brand, product line, store, or department within the store. Component objectives of messaging and positioning choice modeling typically include: Isolate the most effective benefit statement or statements. Identify the most effective supporting statements. Determine the most effective or optimal combinations of benefit and supporting statements. Identify possible alternative supporting statements and measure their potential impact on the baseline (usually the optimal combination).

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