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Challenge
A leading Canadian financial institution — a Financial Post 500
company — wanted to assess employee attitudes to a new direction
in branding. This included measuring employee reactions to reorganization
and other large-scale changes. This internal research project had to be
conducted in secrecy and to very tight deadlines.
Strategy
In a two-week period, The Strategic Counsel conducted 12 focus
groups and 12 interview sessions across Canada. Focus groups included
employees at all levels, while interviews included only senior executives
and divisional managers.
Results
One day after completion of the research, we delivered our conclusions
in a 50-page PowerPoint presentation to meet the client's deadline. Among
other features, our report segmented employees according to their attitudes
to change, which gave the client valuable insight into differing employee
attitudes and concerns about proposed changes in branding.
cultural
| financial services
| not for profit
| packaged goods
policy analysis and development
| retail | technology
| telecommunications
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