brand development

Pearson Assessment/PsychCorp is a global test publisher and leader in assessment tool development. The company published some of the best known and most highly respected assessment products such as the Minnesota Multiphasic Personality Inventory, the most widely used personality assessment tool in the world. Pearson Assessment/PsychCorp works with LEVEL on product brand strategies and market defining executions.

Market: Medical Markets

Pearson/PsychCorp was well established with psychologists, but wanted to shape communication to physicians that emphasized the value of assessment products to accelerated patient recovery, pain management screening and screening for invasive, but optional procedures.

Engagement

Brand position for a group of psychological tests used in medical markets

Positioning research sessions

Minneapolis

Interviews

Physicians

Focus groups

Minneapolis

Deliverables

Qualitative Research Report, LEVEL Language, LEVEL Positioning, Competitive Marketing Audit, Creative execution to strategy

Outcomes

Product manager is using LEVEL Positioning and creative execution to change their voice to the market.

Product: MMPI-2-RF

The MMPI product family is recognized as the Gold Standard of personality inventories. The MMPI-2-RF was the newest enhancement of the assessment family.

Engagement

New product launch including logo design, competitive positioning and tradeshow presence

Positioning research sessions

Minneapolis

Focus groups

Minneapolis

Deliverables

LEVEL Positioning, Qualitative Research Report, Creative execution to strategy

Outcomes

Product manager and University of Minnesota authors used the position and creative execution to maintain their gold standard market position while introducing a contemporary and more user friendly assessment.

Product: Millon College Counseling Inventory (MCCI)

Engagement

Develop brand and brand awareness effort for new product with in the Millon Assessment family which was specifically created and normed to meet the needs of college students.

Research

College Counselor Quantitative Survey

Focus groups

Savannah

Deliverables

LEVEL Positioning, LEVEL Language, Creative execution to strategy

Outcomes

Product manager used LEVEL Positioning and creative execution to introduce product to college counselors.

Market: Early Childhood

Engagement

Brand positioning for a family of assessment products used in Early Childhood Development. While Pearson Assessments/PsychCorp is a leader in this market, they lacked a clear and cohesive message to give them a competitive advantage in this growing market.

Positioning Research Sessions

New Orleans, Minneapolis

Interviews

Early Childhood Development Professionals, Public Officials, Head Start Professionals

Focus groups

Denver, Philadelphia, Minneapolis

Deliverables

LEVEL Positioning, Qualitative Research Report, LEVEL Language

Outcomes

Market Manager utilized LEVEL Positioning and LEVEL Language to create a competitive market presence resulting in growing sales.