Customer research to explore the identified of brands of two companies following a merger. The Insurance, Business Strategy and M&A research explored scenarios of strategies for these brands to exist individually and as co-brands, in order to make the strategic decision regarding the viability of one of the brands.
Projective techniques (word association, personification, picture sorts, imaginary world, etc.) were employed to obtain a richer and more emotional understanding of consumers’ relationships to the brands.
The results provided a very clear portrait of each brand as well as how each did or did not “work” together.