[vc_row][vc_column][vc_empty_space height=”90″][vc_custom_heading source=”post_title” font_container=”tag:h1|text_align:left” use_theme_fonts=”yes”]
<\/div>[vc_empty_space height=”20″][vc_single_image image=”521″ img_size=”full” image_hovers=”false” css=”.vc_custom_1545909593966{border-top-width: 2px !important;border-right-width: 2px !important;border-bottom-width: 2px !important;border-left-width: 2px !important;border-left-color: #96c93e !important;border-left-style: solid !important;border-right-color: #96c93e !important;border-right-style: solid !important;border-top-color: #96c93e !important;border-top-style: solid !important;border-bottom-color: #96c93e !important;border-bottom-style: solid !important;}” el_class=”casw”][\/vc_column][\/vc_row][vc_row][vc_column][vc_custom_heading text=”
Sector-<\/b> Banking & Finance” font_container=”tag:p|text_align:left|color:%23000000″ use_theme_fonts=”yes”][vc_custom_heading text=”Business Practice-<\/b> Brand & Communication, Brand Positioning” font_container=”tag:p|text_align:left|color:%23000000″ use_theme_fonts=”yes”][vc_custom_heading text=”The Need” font_container=”tag:h4|text_align:left|color:%23000000″ use_theme_fonts=”yes”][vc_column_text]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 \u2013 one which was a challenging while the other was a safer route.[\/vc_column_text][vc_custom_heading text=”Our Approach” font_container=”tag:h4|text_align:left|color:%23000000″ use_theme_fonts=”yes”][vc_column_text]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.[\/vc_column_text][vc_custom_heading text=”The Outcome” font_container=”tag:h4|text_align:left|color:%23000000″ use_theme_fonts=”yes”][vc_column_text]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.[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"[vc_row][vc_column][vc_empty_space height=”90″][vc_custom_heading source=”post_title” font_container=”tag:h1|text_align:left” use_theme_fonts=”yes”][vc_empty_space height=”20″][vc_single_image image=”521″ img_size=”full” image_hovers=”false” css=”.vc_custom_1545909593966{border-top-width: 2px !important;border-right-width: 2px !important;border-bottom-width: 2px !important;border-left-width: 2px !important;border-left-color: #96c93e !important;border-left-style: solid !important;border-right-color: #96c93e !important;border-right-style: solid !important;border-top-color: #96c93e !important;border-top-style: solid !important;border-bottom-color: #96c93e !important;border-bottom-style: solid !important;}” el_class=”casw”][\/vc_column][\/vc_row][vc_row][vc_column][vc_custom_heading text=”Sector- Banking & Finance” font_container=”tag:p|text_align:left|color:%23000000″ use_theme_fonts=”yes”][vc_custom_heading text=”Business Practice- Brand & Communication, Brand Positioning” font_container=”tag:p|text_align:left|color:%23000000″ use_theme_fonts=”yes”][vc_custom_heading text=”The Need” font_container=”tag:h4|text_align:left|color:%23000000″ use_theme_fonts=”yes”][vc_column_text]The client…<\/p>\n","protected":false},"author":1,"featured_media":3670,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[88,17],"tags":[],"yoast_head":"\n
Communication routes evaluation research - 4Sight<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/4sightglobal.com\/saudi-arabia\/communication-routes-evaluation-research\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Communication routes evaluation research - 4Sight\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][vc_empty_space height=”90″][vc_custom_heading source=”post_title” font_container=”tag:h1|text_align:left” use_theme_fonts=”yes”][vc_empty_space height=”20″][vc_single_image image=”521″ img_size=”full” image_hovers=”false” css=”.vc_custom_1545909593966{border-top-width: 2px !important;border-right-width: 2px !important;border-bottom-width: 2px !important;border-left-width: 2px !important;border-left-color: #96c93e !important;border-left-style: solid !important;border-right-color: #96c93e !important;border-right-style: solid !important;border-top-color: #96c93e !important;border-top-style: solid !important;border-bottom-color: #96c93e !important;border-bottom-style: solid !important;}” el_class=”casw”][\/vc_column][\/vc_row][vc_row][vc_column][vc_custom_heading text=”Sector- Banking & Finance” font_container=”tag:p|text_align:left|color:%23000000″ use_theme_fonts=”yes”][vc_custom_heading text=”Business Practice- Brand & Communication, Brand Positioning” font_container=”tag:p|text_align:left|color:%23000000″ use_theme_fonts=”yes”][vc_custom_heading text=”The Need” font_container=”tag:h4|text_align:left|color:%23000000″ use_theme_fonts=”yes”][vc_column_text]The client…\" \/>\n<meta property=\"og:url\" content=\"https:\/\/4sightglobal.com\/saudi-arabia\/communication-routes-evaluation-research\/\" \/>\n<meta property=\"og:site_name\" content=\"4Sight\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-15T07:59:48+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-07-15T08:01:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/4sightglobal.com\/saudi-arabia\/wp-content\/uploads\/2020\/07\/Photo-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"300\" \/>\n\t<meta property=\"og:image:height\" content=\"300\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/4sightglobal.com\/saudi-arabia\/#website\",\"url\":\"https:\/\/4sightglobal.com\/saudi-arabia\/\",\"name\":\"4Sight\",\"description\":\"Our insight drives your foresight\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":\"https:\/\/4sightglobal.com\/saudi-arabia\/?s={search_term_string}\",\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/4sightglobal.com\/saudi-arabia\/communication-routes-evaluation-research\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/4sightglobal.com\/saudi-arabia\/wp-content\/uploads\/2020\/07\/Photo-2.jpg\",\"width\":300,\"height\":300},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/4sightglobal.com\/saudi-arabia\/communication-routes-evaluation-research\/#webpage\",\"url\":\"https:\/\/4sightglobal.com\/saudi-arabia\/communication-routes-evaluation-research\/\",\"name\":\"Communication routes evaluation research - 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