A previous round of Hidden Depth Interviews unearthed new and unexpected insights on Eye Care Providers. As a result, a number of written concepts were developed and tested through a traditional qualitative methodology.

Although the insights appeared very relevant, the way they were expressed didn’t resonate with clinicians - seeming either generic and bland, or too strong and upsetting. How could the strategic intent be executed in a way that broke through?

As SDR Testing does not rely on self-reported likes & dislikes, but investigates how people make sense of the messages in layers, it was chosen as the ideal method to find the sweet spot in communication to trigger action and drive faster growth.

Through SDRT, we identified 2 winning routes. We also created general principles for effective communication – guidelines for description, tone of voice, and verbal triggers to positive action – to ensure messages land successfully in different contexts and media.

This represented the basis to refine the briefing to the communication agency for a number of new campaigns.