IA Corporate Researchers Conference (IA CRC) October 22-24, 2019 in Orlando

Communication Calibration: Aligning Customer Message Interpretation With Your Positioning Strategy

How well do your messages fit into the positioning of your segment’s core attitudes and beliefs?

Too often, the alignment of brand messaging with the perceptual map of target segments gets lost in translation.

In this presentation, you will learn how to uncover attitudes and beliefs underlying the target segments throughout the messaging process. This use case shares how to quantitatively measure whether the customer is interpreting messages as our clients intend while also identifying the messaging best aligned with the segment’s perceptual map.

Reward triggers are used to produce the greatest behavioral impact on calls to action to deliver a message more relevant and more aligned with the organization’s positioning strategy.

Key Takeaways

  • Learn how to objectively align your target segment's interpretation of messaging with your brand’s positioning
  • Understand — are your messages positioned to complement your segment’s perceptual map?
  • Understand and align the behavioral impact of the messages on Call to Action outcomes

 

Speaker(s)

  • Will Leopold – CMI

    Account Director of Life Sciences, CMI

    Will brings more than 10 years of experience managing qualitative and quantitative research projects for domestic and international companies. Will prides himself in his proactive and efficient project and client management and is passionate about developing a deep understanding of market needs, behaviors, and attitudes with the ability to translate these into business opportunities. He is extremely knowledgeable in the therapeutic areas of CNS, immunology, oncology, among many others.

     

  • Aimee Renaud – Pfizer

    Director of Analytics and Insights, Pfizer

    Aimee has worked for the past dozen years at Pfizer in increasingly challenging roles. She currently serves as Director of Analytics and Insights for the Chantix and Cologuard Brands.

    She earned her Bachelor’s degree at Hamilton College and an MBA from NYU.

     

See the full conference schedule
IA Corporate Researchers Conference (IA CRC)
Wednesday, Oct. 23, 2019
1:45pm to 2:30pm EDT