Zeo Inc.

“Affinnova’s technology provided us tremendous insight and put an analytical framework around a part of the launch process that typically was driven by opinion more than insight. We take pride in building a business that is based on consumer insight and needs-based innovation; Affinnova enabled us to do this in a way we couldn't achieve before.”
- Dave Dickinson
Chief Executive Officer
Zeo Inc.

Headquarters: Newton, MA, USA
Target Market: USA
Message Optimization: Zeo Sleep Manager

Maximizing a Good Night's Sleep

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Zeo needed to identify the most powerful go-to-market messaging for a new product introduction, and do so in a way that would complement – not cannibalize – sales of its current product.

CHALLENGE

Zeo was born from the desire of a few sleep deprived Brown University students who wanted to get the most out of their sleeping – and waking – hours. Today, the company’s mission is to “help people to discover new, scientifically-based ways to improve the quality of their lives through the awesome power of sleep,” accomplished through technology, coaching, and consumer-led innovation. After the success of their first product – the Zeo Personal Sleep Coach – the Zeo marketing team was preparing to launch the Zeo Sleep Manager and needed to ensure optimal messaging that would still allow for maximum sales of the current offering. Concept brainstorming revealed multiple variations of potential concepts, differing on attributes such as imagery, product name, headline, and benefits – all in all totalling over 900,000 potential product configurations.

SOLUTION

As a result of Affinnova’s research, four top concepts emerged. Out of these concepts, the team was able to determine which attributes were most important in driving consumer choice and what segment of consumers preferred each concept. Based on this the Zeo team was able to move forward in the launch process, knowing which concept would best-accomplish the company’s objectives.

SUCCESS

As a result of Affinnova’s research, the marketing team was able to better understand the tradeoffs that moms were making at the retail shelf. It enabled them to view the line as a whole, identify points of strength and weakness in the brand’s offerings and develop a more optimized portfolio and pricing strategy.