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Advertising and brand tracking
Advertising and brand tracking
The client, a leading Corporate bank, was running a major marketing communications campaign (i.e. press advertising, direct mail and billboard posters) and was looking to track the effectiveness of this campaign over time - in terms of recall of the advertising, impact on awareness levels and any resulting changes in perceptions of the bank’s brand.
The research involved pre- and post- interviewing amongst UK businesses, targeting FDs and senior level managers responsible for selection of the bank used; the interviewing ‘waves’ were timed to take place immediately before and after major campaign releases, with the sample structured to cover businesses of different types across the key regions where the campaign was taking place. The survey was carried out by telephone - however, during the interview respondents were directed to a website to access examples of the adverts in order that they could be questioned whilst viewing them on screen.
The results provided the client with invaluable insight into the significance of individual components in forming overall brand perceptions; and a clear measurement of how effective the advertising had been amongst the target audience - promoting brand awareness, creating and conveying an image of the brand and enticing trial or greater usage of the bank.
The research involved pre- and post- interviewing amongst UK businesses, targeting FDs and senior level managers responsible for selection of the bank used; the interviewing ‘waves’ were timed to take place immediately before and after major campaign releases, with the sample structured to cover businesses of different types across the key regions where the campaign was taking place. The survey was carried out by telephone - however, during the interview respondents were directed to a website to access examples of the adverts in order that they could be questioned whilst viewing them on screen.
The results provided the client with invaluable insight into the significance of individual components in forming overall brand perceptions; and a clear measurement of how effective the advertising had been amongst the target audience - promoting brand awareness, creating and conveying an image of the brand and enticing trial or greater usage of the bank.
Qualitative research with IFAs
Qualitative research with IFAs
The client was a major building society. Having recently re-branded the business in the UK, the company wished to explore both reactions to this change; and also to consult IFAs about the changing economic climate in general and above all what they were looking for from an ‘ideal’ provider.
The research comprised a series of group discussions with IFAs, with wide ranging coverage of topics such as developments in IFA attitudes and behaviours, key expectations and any ‘unfulfilled needs’; and the specific implications of the recent Retail Distribution Review.
The results enabled our client to assess the true impact of its re-branding; how its current performance and service provision matches-up against expectations and competitors in the market; and what IFAs would really like to see in a provider, both in terms of the overall relationship and across a variety of key ‘touchpoints’ in dealings with IFAs.
The research comprised a series of group discussions with IFAs, with wide ranging coverage of topics such as developments in IFA attitudes and behaviours, key expectations and any ‘unfulfilled needs’; and the specific implications of the recent Retail Distribution Review.
The results enabled our client to assess the true impact of its re-branding; how its current performance and service provision matches-up against expectations and competitors in the market; and what IFAs would really like to see in a provider, both in terms of the overall relationship and across a variety of key ‘touchpoints’ in dealings with IFAs.
Strategy development
Strategy development
The client, a UK bank, was looking to review its business model for delivering commercial insurance products to its business banking and corporate customers, with the overall aim of significantly increasing the cross-selling and penetration of these products amongst its current and prospective customer base.
The research explored attitudes towards the client’s commercial insurance proposition, from both an internal (i.e. the bank staff at senior levels) and external (customer) perspective; using a combination of focus groups, face-to-face and tele-depth interviews.
The results pointed to a market where insurance is generally a low interest-low priority area, characterised by the importance of good personal relationships and reliance on (and trust in) the Broker to provide adequate coverage at a good price. Although endorsement by the Bank was viewed as a positive factor, it was clear that its commercial insurance facility would lack credibility and perceived ‘independence’ if dealing with customers directly, and so the favoured strategy was to work more closely with selected ‘partner’ Brokers in order to target this business more effectively.
The research explored attitudes towards the client’s commercial insurance proposition, from both an internal (i.e. the bank staff at senior levels) and external (customer) perspective; using a combination of focus groups, face-to-face and tele-depth interviews.
The results pointed to a market where insurance is generally a low interest-low priority area, characterised by the importance of good personal relationships and reliance on (and trust in) the Broker to provide adequate coverage at a good price. Although endorsement by the Bank was viewed as a positive factor, it was clear that its commercial insurance facility would lack credibility and perceived ‘independence’ if dealing with customers directly, and so the favoured strategy was to work more closely with selected ‘partner’ Brokers in order to target this business more effectively.
Service development
Service development
As part of a three year development strategy to grow its Internet banking offer the client, a leading business bank, commissioned a research project to examine the current and future needs of both existing users and potential new users of the online banking service. The aim was to ensure that users’ needs were fully taken into account, such that any enhancements or developments to the service should be truly customer led. The research comprised a mixture of group discussions and in-depth interviews with business of different sizes and types – including a mix of online banking customers, non-customers and also customers of competitor banks’ online services. The results provided the client with a clearer understanding of the motivators, drivers and possible barriers to banking online; and what developments to the current service would have most effect in increasing the penetration and usage of online banking.
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