Challenge
A client came to GLG wanting to understand what marketing messaging would be best to target customers for a cybersecurity solution.
The client wanted to choose among six short messages, each aimed at marketing the value of a new solution from a cybersecurity provider.
The GLG Approach
GLG's team of market researchers, survey methodologists, and analytics experts designed a survey to fit the way the mind processes and evaluates marketing messages. People react quickly to marketing messages, so the survey included exercises to capture intuitive reactions to messages.
We surveyed the target consumer audience across several regions (U.S., U.K. and Germany). For the main exercise, respondents chose their favourite message across several message pairs until a final winning message was determined. The study also captured respondents' ability to recall the messages, as well as the values they associated with each message.
Outcome
GLG's study revealed a clear winning message as well as differentiated insights around each message's strengths and weaknesses. The research delivered rich insights around the best messaging for a cybersecurity solution.
