Dedicated to Discovering How People Make Choices
A product is not an end; it’s a means. The goal of a product is to serve a resulting customer experience, and the dimensions of that experience form the essence of the value that you create for a customer. No one should launch a product before asking this question: “If I am your ideal customer, why should I purchase this product rather than any other product in the market place?”
The point of marketing isn’t to make claims, but rather to foster conclusions.
— Flint McGlaughlin, CEO and Managing Director, MECLABS Institute
The MECLABS Institute test protocol database houses the results of 15 years of rigorous experimentation performed with our Research Partners. The category of testing with the highest rates of success and lowest levels of failure was value proposition. You can see a year in review of testing here.
If you are launching a new product this year, make sure you have carefully crafted, articulated and tested its value proposition prior to launch.
Learn how to clearly communicate an effective value proposition
Learn how to identify value – and utilize it in an optimized value prop – based on proven research and discoveries from the MECLABS Institute team.
EXECUTIVE SERIES: The Web as a Living Laboratory
The web is shifting its role as an "important channel" to a central dynamic of your entire business ecosystem. The web allows your team to peer deeply into the minds of consumers as they make a purchasing decision.