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.
