Synovate PinPoint — Sample output
Issue:
One of the new breed of financial services providers was looking to expand its portfolio of products. Research was required to identify the drivers of selection of product providers for a range of products, and to determine if the client had the right 'credentials' to enter these sectors within the market; if not, what should they be addressing?
Action:
A benchmark brand tracking study was conducted to understand perceived brand image and personality in the context of consumer behaviour, attitudes and motivations. It covered a range of competitive brands (traditional and non-traditional), as well as the client brand.
PinPoint analysis was adopted as it identified the drivers in the marketplace for different brand users/segments and brand performance on the same image and personality dimensions.
As a result, three key elements were identified that would complement existing brand perceptions. These would not undermine the 'different' approach of this provider, but give them the underpinning that was necessary to allow them to enter the consumer consideration set for many products. Brand strategy was revised accordingly.