The Challenge
ResMed approached The Ripple Effect to discuss their ambitions to drive forward and become a purpose-led, loved brand via intelligent Purpose, Mission & Vision testing.
ResMed approached The Ripple Effect to discuss their ambitions to drive forward and become a purpose-led, loved brand. Part of this work was to deliver a new PMV (Purpose, Mission, Vision) statement and to ensure this resonated with their core audiences across key demographics in international markets.
The Approach
The first thing we needed to understand was the insights that ResMed were looking to achieve. Does the PMV resonate and inspire the audience to trust the ResMed brand as health leaders? Is the PMV flexible enough to be long term? Does the PMV support the aim to move from being ‘product-led’, to becoming purpose led and brand ‘loved’. Will the PMV unify internal teams to rally behind a common goal?
Once informed, we prepared an A/B testing strategy using our online intelligence software partner giving respondents limited time to choose between options that resonated with them and then prompted them to consider their emotional response to each statement and perception of the brand behind it.
The Outcome
Interestingly, the results were not as straightforward as simply choosing an A or B option, which really highlighted the value in conducting the research among core audiences. We found option A overall to be the most appealing to key demographics across international markets, however the Vision proposition for option B resonated far better with audiences.
Adjustments were made and the new PMV statements and strategy were rolled out across the business globally in the following months.
