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Challenge
A Canadian-based company was test-marketing a new electronic service that
makes it easier for consumers to pay bills and receive documents. Before
launching the service, the company wanted predictive answers to questions
about consumer interest in the service, how it might be used and how often.
It commissioned The Strategic Counsel to develop the answers, based
on research among users of the service in a pilot project as well as the
broader community.
Strategy
We surveyed 100 pilot-project users over the Web, as well as conducting
a national telephone survey of 1,500 randomly selected Canadian adults.
Results
The survey of pilot users provided valuable information on such key issues
as user satisfaction, ease of use and perceived value of the service,
along with the key benefits and barriers to use. By segmenting the sample
into key target groups, the telephone survey identified and defined both
primary and secondary target markets. Further analysis determined key
factors that would drive adoption of the service. These were used to develop
the most effective communications messages and brand positioning.
cultural
| financial services
| not for profit
| packaged goods
policy analysis and development
| retail | technology
| telecommunications
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