Challenge: Before introducing a new and different account, a major financial institution engaged The Strategic Counsel to measure the interest in the account, identify high-potential market segments, assess specific features of the account, and test possible names.
Solution: The Strategic Counsel conducted an online study among current customers and the general population. Conjoint analysis was used to identify the optimal name and logo for the new product.
Results: The company used the insights and recommendations from The Strategic Counsel’s research to plan the account’s development and features. The research helped shape the entire launch strategy, underscoring key elements that would be crucial to a successful launch, and uncovering the prospective clients’ emotional and intellectual connections to this type of product.
