A leading financial services company intended to update its loan platform messaging to communicate new products and services that address key pain points identified in the loan process; they needed to differentiate themselves from the competition. They also sought to reinforce the company’s foundational values and hard-fought competitive advantages.
The brand selected an iterative research approach with qualitative and quantitative methods to funnel and optimize. Specifically, the financial brand’s insights team wanted to understand the effectiveness of potential new positioning statements based on the following criteria:
- Overall appeal
- Message clarity
The findings would be used to refine and optimize the consumer-preferred, go-to-market message that fits their business model and desired equity.