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NEW BREAKTHROUGH MARKET RESEARCH PROCESS
DEVELOPED BY ZIMENT, A WPP COMPANY, OFFERS POWERFUL NEW
BRAND PLATFORMS FOR FUTURE PRODUCT INTRODUCTIONS
-- Market research approach prioritizes the most believable,
unique and motivating message elements --
New York, June 23, 2003 – Ziment, a leading global
pharmaceutical and healthcare marketing research agency,
has launched MESSAGEZ (“messages”), the latest
addition to its suite of market research approaches for
product and business development managers launching and
re-positioning products in the pharmaceutical, biotech
and medical device markets worldwide.
According to CEO, Howard Ziment, the MESSAGEZ approach
is the company’s proprietary method of building a
message platform for a product that is most motivating
to its potential customers. The integrated system of information
gathering and systematic testing is designed to produce
optimal message platforms.
“
The messaging process is an area where brand teams and
their agency partners have historically invested many hours
debating the strengths and weaknesses of a product’s
message. What the MESSAGEZ approach does is qualify, or
even eliminate, much of that debate so product directors
and agencies can spend more time and energy being creative,” says
Ziment. “We’ve essentially closed the information
gap between product positioning and creative development
of the most motivating product message,” he said.
The MESSAGEZ approach involves several phases: First,
it assures the creative process starts with the largest
set of message elements available. Then it differentiates
among these elements using a paired comparison technique
to establish a prioritized list of message elements such
as product benefits. Critical characteristics of the product
messages, such as appeal, motivation, uniqueness and believability
are separated out using a quantitative decision modeling
technique to assess all possible message combinations.
The final phase is execution testing, a qualitative measure
to determine the most compelling message for the market,
which ensures that brand teams are working from the strongest
possible message platforms.
Ziment’s MESSAGEZ approach is part of the company’s
COMPOUND-to-PROFIT group of research optimization services
that have been designed to bring products to market.
Ziment, based in New York City, is a full-service consultancy
offering custom marketing research for the healthcare and
pharmaceutical industries worldwide. It is the global healthcare
research brand for The Kantar Group, the Information and
Consultancy Division of WPP, plc.
View MESSAGEZ Brochure
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