While MaxDiff excels at selecting the best product claims, it falls short for evaluating longer technical narratives. We hypothesized that limited consumer awareness of our composite lumber�s advantages over industry standards was hindering adoption. Using a vignette-based survey design, this study tested behavioral shifts after exposure to a technical product story. Results demonstrated that incorporating educational content into our marketing strategy boosts conversion 80%. Vignettes are a promising addition to incorporate into mixed-method surveys.