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Global Life Insurer

The Need

Opinium has been conducting a quarterly brand tracker for a leading pensions provider since 2009, testing awareness and brand positioning with IFAs, who advise on retirement and savings and Employee benefits.

Our Approach

Using Opinium’s IFA community to conduct the research, we worked closely with our client to develop the key metrics that are reported to the business, including awareness, brand image, satisfaction, loyalty, recommendation and consideration.

The Outcome

We identified that the client was falling behind their competitors on their desired brand positioning and made recommendations on areas that needed to be addressed. We identified the most successful channels for driving brand awareness, instigating refinement of the media plan, and maximising of the clients media budget.