Rethinking the Standard Browser

Challenge

Helping a software company explore reactions to their creative platform so that they can develop an impactful and engaging campaign that drives acquisition.

In this tech-savvy world, where the internet is just a tap away, there are countless platforms, and search engines to choose from. Our client wanted to stand out and get people to choose their search engine among the sea of options. They had plenty of reasons to support why someone would make the switch… but which one was the real deal? The most essential? The most popular? The most meaningful? That’s where we came in.

Approach

We kicked-off this 2-phase project qualitatively, by hosting discussion groups amid the United States’ finest tech experts: Millennials and GenZers. We knew we wanted to get real-time, in-depth reactions to our client’s creative messaging from the perspective of those who have grown alongside the internet.

In the second phase of the project, we fielded a 10-minute survey to test our client’s planned messaging statements. The survey centered on a MaxDiff exercise to generate relative preference rankings of each statement, so our client could easily identify what was working and position their message clearly.

Impact

The results equipped our client with a clear understanding of the strategic relevance and creative impact of their creative platform for their US audiences, along with opportunities and watch-outs for further development. They also received recommendations on key factors that influence people’s consideration of their browser and recommendations for what to lean into for messaging.