Communication routes evaluation research
Sector- Banking & Finance
Business Practice- Brand & Communication, Brand Positioning
The client has a relatively strong brand in the UAE but relatively low market share. Through their communication they aim to establish a brand positioning that demonstrates a clear point of view, makes the brand meaningful and relevant to their target audience. In this regard, the client was planning to launch a powerful campaign that sparks conversation in order to help drive brand awareness and saliency. Two distinct communication routes were tested amongst target customers – one which was a challenging while the other was a safer route.
A Qualitative approach was adopted to evaluate the various communication routes. Focus group discussions and in-depth interviews were conducted based on customer profile. Overall, a step wise interview approach was adopted where one idea and its route was exposed at a time. The idea was unbranded in order to assess reaction to the idea itself and avoid bias. Once each customer completed the individual assessment of the idea, they were called into the group room to discuss each idea in detail. Projective techniques were used to help bring alive the emotional associations with each territory.
The research helped the client to gauge customer comprehension, resonance and reaction to the different Campaign Routes. The research was able to help guide the client with key pointers & watch outs in case they chose the challenging route vs. the safer route. It was also able to bring alive the readiness of the market to accept such a challenging route.