customer-experience Case Study

Finding a Differentiated Bank Position Across Multiple Emerging Markets

The Client's Situation

Our client wanted to develop a unique value proposition for the bank’s commercial business in emerging markets.

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The Campaign

They asked Phoenix MI to conduct research to determine the structure of the current marketplace in those emerging markets, use of current providers and products/services, business needs, attributes sought in products and providers, and provider selection criteria.

 

Finally, they wanted to test reactions to differentiated positioning for the bank in each emerging market.

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Approach + Solution

Despite the difficulties associated with conducting research in these markets to produce quantitatively sound research, we opted to conduct telephone interviews to best gain an understanding of the market.

Using diligent recruiters and experienced senior interviewers, we succeeded in completing 15 to 20 minute long interviews with CFOs and other senior management responsible for selecting their financial services providers.

Results

Our client was able to establish clear, differentiated positioning

The research allowed our client to establish a viable positioning that supported its across market growth, while retaining its local relevance.

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