Case Study
Business Issue
A financial services company was preparing to launch a new product outside its traditional portfolio. Because the product targeted a different audience than the client had historically served, the team lacked confidence in how to position and communicate its value. They needed to understand the underlying needs, motivations, and emotional drivers of this new market in order to develop effective launch messaging. The client partnered with Radius to identify the most compelling messaging strategy to support a successful product introduction.
Custom Approach
To guide creative execution, we applied the MaxMindset™ framework to uncover powerful positioning strategies rooted in both tangible and intangible consumer benefits. MaxMindset™ links product features to functional benefits, emotional outcomes, and deeper psychological values, providing a stable and objective foundation for message development. Unlike qualitative-only approaches such as focus groups or interviews, MaxMindset™ is grounded in structured survey data, ensuring clarity and reliability.
For this study, a large sample of prospective buyers was recruited from a reputable online panel. Respondents completed a survey designed to capture:
- Interest in the product concept
- Critical product features influencing sign-up decisions (e.g., pricing structure, service channels, unique perks)
- Functional benefits associated with those features (e.g., avoiding approval surprises, having more money available)
- Emotional (psycho-social) benefits unlocked by the product (e.g., control, peace of mind)
- Underlying value orientations driving preference (e.g., responsibility, desire for a tranquil life)
MaxMindset™ identifies the most influential features, benefits, and values motivating purchase, as well as the linkages between them. These insights are presented as value chains grounded in means-end theory, which recognizes that while consumers may focus on tangible attributes, their decisions ultimately ladder up to higher-order values that guide choice within a category. In financial services, these values often include peace of mind, order, responsibility, material well-being, or being a good provider.
In this study, we identified three positioning themes that strongly motivated consumers. For example, one theme centered on achieving financial control: specific product features supported this need, while the sense of control ultimately connected to deeper values such as responsibility. The output gave creative teams explicit guidance on which features and benefits to emphasize, how to connect them to emotional outcomes, and which values could be portrayed symbolically.
To apply the findings, the creative team received the recommended positioning strategies along with open-ended consumer commentary for additional context. Following best practices for using means-end value chains, the team was advised to:
- Emphasize dominant features, functional benefits, and emotional benefits in messaging
- Explicitly draw linkages between benefits (e.g., greater certainty leads to greater control)
- Portray underlying value orientations symbolically to strengthen emotional resonance
Growth Outcome
The study delivered actionable insights that challenged the client’s assumptions and reflected the realities of entering a new market. MaxMindset™ provided clear, confidence-building direction for creative development, enabling the team to align messaging with what truly motivates the target audience. The client is now using these insights to finalize its marketing plan and prepare for a successful product launch.
Stronger messaging starts with deeper understanding. Contact us to learn how MaxMindset™ can guide your next product launch.
