Following a change in corporate structure and facing increasing competition from both traditional and non-traditional brands, a national financial services company needed to discover new approaches to engage with their consumer audiences in meaningful and long-lasting ways.
To uncover the current and potential drivers of consumer attitudes towards the Brand, in order to inform future brand messaging to aid in strengthening brand engagement, and ultimately improving key business metrics.
One year later, BEST was measured again. Audience expectations in this category had evolved year-over-year towards desires for a much more humanized brand experience. The Brand's BEST ratings had evolved accordingly, being seen in a much more emotional light. Every single emotional measure increased for the Brand, and feelings of trustworthiness, empathy and respect were primary contributors to overall growth and importance of this dimension of improved engagement.