Insurance consulting client success- Customer research to explore the identity of brands of two insurance companies following a merger. The 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.
Insurance consulting Process
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.