 |
 |
|
Representative VALS™ Projects
- A major wireless-device manufacturer used VALS to uncover and explore new opportunities to create consumer value. VALS developed a process to evaluate future consumer demand across a diverse set of new opportunities. The client used the results of the process to select product-development projects and portfolio investments.
- A European luxury automobile manufacturer used VALS to identify online, mobile applications that would appeal to affluent, early-adopter consumers within the next five years. VALS research identified early-adopter groups and explored their reactions to a variety of mobile services for use in automobiles. The VALS analysis enabled the company to prioritize applications for development and determine the best strategic alliances to pursue.
- An international consumer-electronics firm used VALS to anticipate consumer demand for a new consumer media product for delivery over the Internet. By using VALS, the company was able to customize the product feature set and delivery style to meet the needs of two different consumer targets.
- A major automotive component manufacturer used VALS to identify consumers who were most likely to be enthusiastic about vehicle-safety innovations and obtain their reactions to a variety of safety innovations for the car. VALS allowed the manufacturer to identify the most likely entry-stage target for different safety innovations. In addition, VALS enabled a unique comparison between psychologically similar consumers in the United States and the United Kingdom.
- A major telecommunications-product company used VALS to select an early-adopter target for a new telecommunications concept. VALS enabled the company to develop the product prototype and prioritize features and benefits, with a focus on the early-adopter target. The company used VALS to select the best name and logo, choose an overall positioning strategy, and set an initial price point.
- A leading discount stockbrokerage firm used VALS to identify growth and diversification opportunities. As a result, the firm developed several successful new products to meet the evolving needs of its targeted customer.
Commercialization Applications >>
- A Japanese auto manufacturer repositioned its product line in the United States by using VALS to understand target consumer perceptions of its product mix better. The resulting advertising campaign, based on VALS, increased sales 60% in six months.
- A major stockbrokerage firm focused on providing excellent service to a select group of affluent consumers used VALS to redefine its image and develop a new corporate slogan. Within 18 months, advertising recall scores increased dramatically from 8% to 55%.
- A Minnesota medical center planned to offer a new line of service: cosmetic surgery. It used VALS to identify target consumers (those most interested and able to afford the service). By understanding the underlying motivations of the target, the center and its ad agency were able to develop a compelling selling proposition. The resulting advertising was so successful that just a few weeks into the campaign, the center exceeded its scheduling capabilities.
- A leading U.S. bank used VALS to reposition several ubiquitous products in commodity categories. By understanding the emotional benefits sought by target consumers, the advertising agency was able to define unique selling propositions for each product that linked to the corporate branding strategy. The bank achieved about one-third of its customer-acquisition goal 12 weeks into the first campaign.
Positioning Applications >>
- A U.S. long-distance carrier used VALS to select its spokesperson in a major television campaign to increase its customer base. By understanding consumers who are heavy users of long-distance service, the company was able to select a spokesperson to whom the target could relate.
- An electric utility used VALS to increase participation in its energy-conservation program by developing a targeted direct mail campaign. Two distinctly different VALS segments were key targets. By developing unique strategies for each audience and identifying ZIP codes with high percentages of each target, the utility reported a 25% increase in participation.
- A large pension plan provider to the United States used VALS to identify which of its participants it could effectively service electronically. By understanding the motivations of these consumers, the provider was able to revise its Web site and communications to serve its participants' needs better.
Communications Applications >>
|
(Korean Inquiries)
(Japanese site)