Case study
New Age Floral
New Age Floral avoided $650K in traditional research and set the OshunPouch® price before launch, not after.
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
$650K
traditional research cost avoided
$100
price above which sales start to drop off
Model-predicted
Stated before the answer was known.
Predicted
$60 as the price that maintains market share, sales falling away above $100, and “home compostable” outperforming “commercially compostable” on purchase likelihood.
Observed
The OshunPouch® launched at the tested price rather than a price set after the fact.
Michelle_New Age Floral Case Study_Subconscious draft 7 (Drive, 2026-05-15), Phases 1–5
Causality
Price, not features, is the dominant driver of the purchase decision. The claim wording is a separate lever with its own measurable effect, which is why “home compostable” could be tested against “commercially compostable” rather than argued about.
- Intervention
- Price points, product features, and the compostability claim varied across five iterative experiments.
- Outcome
- Purchase likelihood and simulated market share.
- Design
- Five-phase causal research and market simulation series, each phase narrowing the design of the next.
This research is instrumental in shaping the final pieces of our marketing strategy—messaging, positioning, and creative direction.