Interactive investor wanted to better understand the functional and emotional needs in relation to investing.
They wanted to understand how enriching emotional needs such as trust would increase engagement with them increasing attraction, retention and advocacy in their audience.
What we did:
We ran qualitative and quantitative research consisting of psychological segmentation, non-conscious brand association testing, and in-depth psychological interviews that uncovered stated and unstated emotional needs in relation to investing amongst different customer groups and provided statistical evidence for the prioritisation of these needs.
“IB helped us truly identify our sweet spot in the competitive market. Their nonconscious testing revealed aspects about our brand and competitors that we weren’t aware of and enabled us to position us in a more resonating and memorable way.
Insights about our clients’ driving needs were crucial for the rest of the business to change our engagement strategies.
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