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Challenge
When our client launched its new electronic payment technology, the ultimate
success of the product was uncertain. The Strategic Counsel was
asked to track consumer attitudes towards the new technology, as well
as assess their acceptance and use over time.
Strategy
Qualitative consumer research made it clear that the client needed a specialized
research instrument. As a result, our research team developed a quantitative
program that measures annual benchmarks for the reach of the client's
products and the effectiveness of its marketing efforts. The survey is
flexible enough to respond to changes in the marketplace while maintaining
consistency of measurement.
Results
Our customized program has chronicled a fundamental transformation of
the Canadian payments marketplace. Our research has become a key reference
standard that our client relies upon to enhance its positioning in a number
of different areas. Most importantly, the company developed a new advertising
campaign based on our findings, and may also use the research for future
advertising.
cultural
| financial services
| not for profit
| packaged goods
policy analysis and development
| retail | technology
| telecommunications
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