Case study
New Age Floral
New Age Floral set the OshunPouch® price at $60 before launch and avoided $65K in traditional research costs.
Stated
Sales on the OshunPouch®, an eco-friendly replacement for floral foam, had gone flat under inflation and tariff-driven pricing instability. New Age Floral came with three questions: which product features and price points would drive sales, how to stand apart from competitors engaged in greenwashing, and whether “home compostable” or “commercially compostable” would resonate with customers.
Revealed
Price, not features, was the strongest driver of purchase decisions. “Home compostable” outperformed “commercially compostable” in purchase likelihood. Demand held at $60 and dropped away above $100. Two slogans split the market: “Certified True Compost-ability” for eco-conscious buyers, “The Flat-Pack that Pays for Itself” for the broader market.
Numbers
Figures with provenance.
$60
optimal price for maintaining market share
$65K
traditional research cost avoided
$100
price above which sales start to drop off
Before
Flat sales on the OshunPouch®. Pricing unstable under inflation and tariffs. Open questions on features, sustainability language, and price — with traditional research priced near $65,000 and measured in months.
With Subconscious
Five causal experiments in weeks: product features, compostability language, price, slogans, and a market performance simulation. Price set at $60. “Home compostable” on the label. One slogan for eco-conscious buyers, one for the broader market.
Result
About $65,000 in research costs avoided. Insights delivered in weeks, with consumer behavior modeled across 125 participants.
This research is instrumental in shaping the final pieces of our marketing strategy—messaging, positioning, and creative direction.