CASE STUDY
Nurturing Brand Health in a Dynamic Competitive Set
Monitoring and nurturing brand health is an important component of many organizations’ brand experience (BX) research. It’s especially valuable for brands in highly competitive markets as well as those serving both B2C and B2B customers who have different needs, expectations, and decision-making processes.
A leading health insurance client sought our help to refine and manage their BX tracking program. They needed a way to integrate the research with findings from their customer experience (CX) studies and gather feedback more frequently.
The Challenge
Evaluate shifts in brand perceptions and associations for our client and key competitors
Understand brand perceptions from a variety of business and product lines
Synthesize BX findings within the context of the client’s overall CX research program
The Research
Ongoing online tracking program gathering feedback on:
Brand funnel metrics and image associations
Perceptions regarding marketing communications, website, health and wellness programs, and customer service
Customer behaviors and health insurance decision-making processes across consumer and business segments
The Results
Provided data-driven insights to support the strategic decision-making process among multiple internal stakeholders
Identified opportunities to further differentiate the brand as a leader based on key brand perception attributes
Instituted an extensive research refinement process to allow for addition of key topic modules addressing high priority business objectives