Develop a reputation index for a financial organisation amongst professionals.
Business Challenge
Provide consistent tracking feedback to monitor the effectiveness of a new advertising campaign and guide further marketing communications decisions. To build a reputation index score for comparison between different professional sectors and at different periods of time.
Solution
500 CATI interviews at 6 monthly intervals using a questionnaire that took 15 minutes to complete with Hospital Doctors, GPs, Dentists, Solicitors and Teachers.
Results
A reputation index was developed as a brand ladder based on spontaneous and prompted awareness, product understanding, service understanding, image and loyalty.
