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Case Study:
Competitor Product Launch Analysis in Financial Services
A competitor insurance company launched a proposition 4 weeks ahead of our client, who was planning a similar launch...
Key Project Questions
( 1 ) Competitor proposition background:
( 2 ) Consumer response to proposition:
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Awareness of proposition amongst consumers?
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Proposition uptake rates?
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What type of consumers are buying and why?
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Perceived strengths & weaknesses of the proposition?
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Most effective marketing messages & approaches?
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How would consumers change the proposition?
White Space Approach
Competitor Research:
( A ) Mystery shop of competitor's call centres - 10 telephone interviews
( B ) Secondary / internet research
Customer Research:
( C ) CATI survey: 1,000 ten minute interviews (nationally representative)
( D ) Depth interviews: 20 depth interviews with consumers who had or were looking to take up the competitor's proposition. Our Analysts' ability to quickly gain a deep understanding of the new proposition and to engage consumers was crucial to the project's success
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