CASE STUDY

NURTURING BRAND HEALTH IN A DYNAMIC COMPETITIVE SET

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

Brand experience research helps you improve your brand health by understanding customer perceptions, ensuring they align with your marketing communications, and identifying ways to further differentiate your brand.