This training and educator provider was introducing a new service and wanted to:

  • Appropriately position it with their target audience
  • Develop compelling messaging to drive uptake


CMS conducted attribute research within the target customer segment to:

  • Identify market challenges, needs and expectations.
  • Identified key attributes and customer willingness to pay for each specific attribute
  • Developed, tested and ranked alternative marketing positions.
  • Tested and recommended messages

Solution Summary

Client adopted recommended positioning and messaging and is currently building awareness and market traction.