- New product and messaging refinement: Getting financial influencers invested
CMI convened financial service advisors and high net worth consumers via online discussion boards to evaluate reactions to a new product concept and its most compelling messages.
The result: customer-guided development of the product design and supporting marketing campaign that led to greater share of wallet from wealthiest customer segment.
- Colorizing Segments: Understanding the ABCs of Gen X And Gen Y
For a leading global financial services company, CMI conducted a high-profile immersive, ethnographic exploration of Gen X / Gen Y consumers’ attitudes and fears about retirement.
The result: informed product development and messaging for new sales materials to specifically reach customers who will be valuable over the long-term.
- Effective Marketing Communications: Connecting the dots from fine print to strong messages
Performed detailed analyses of print and online communications for content, clarity, usability, and impact on consumer behavior to identify ways to increase sales of specific financial services.
The result: developed new materials that motivated consumers to take action, ultimately growing sales above forecast.