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FedEx wanted to know which value propositions actually move prospective shippers to register for an account, and which were carrying the discount-led acquisition stack on inertia. The studio ran a global Max Diff preference study across 508 prospects in five regions, balanced across personal and business segments, testing 30 USP buckets and applying TURF analysis to find the smallest message set that reaches the broadest audience. The readout gave acquisition and product marketing a preference-backed basis to reframe the registration funnel away from discount-led copy and toward reliability, data security, and practical fit.
Defined target prospect segments (personal and business shippers), regions (US / CA, LATAM, Europe, MEISA, APAC), and the 30 USP buckets to test across the registration funnel.
On-time, reliable delivery ranked as the most preferred USP across every region and both segments. It is the one message that holds globally and should anchor the top of the registration funnel.
Data security and privacy ranked in the top preference cluster alongside delivery performance. Treating it as compliance language undersells its pull at the moment of registration.
Free account, competitive shipping rates, and fast delivery round out the top-five USPs. Together they form the practical-value core of the messaging stack.
Innovative / forward-thinking framing and accessibility-only messaging ranked near the bottom of stated preference. Neither functions well as a primary acquisition hook on its own.
Prospects convert on a blend of reliability, security, and practical fit. Discount-heavy acquisition creative leaves the strongest preference signals underused.
Acquisition messaging reframed around reliability and security instead of discount-led copy.
The study gave acquisition and product marketing a preference-backed basis for rewriting registration-funnel messaging. Reliability and data security took their place at the top of the stack, with free account, competitive rates, and fast delivery as the practical-value core underneath.