Board-Level Consumer Engagement - Brandspeak Limited

Issue

The Main Board of this leading, UK home and motor insurer wished to speak directly to consumers, to explore and reconcile a number of key, strategic issues prior to flotation.

The issues related to:

Brand Development
New Product Development (npd)
Customer Experience Optimisation
Pricing
Product Bundling
Advertising Content.

Brandspeak was asked to develop and manage a consumer engagement programme that would give each of the individual Board members the opportunity to engage in dialogue with consumers around the particular issues for which they had individual responsibility.

Solution

We devised and ran a highly tailored series of consumer engagement events over a 6-week period, where individual Board members were able to have direct access to members of the public.

Outcome

Following each event we moderated a series of ‘one-and-done’ Board workshops. Directors presented their individual insights and we supplemented these with relevant excerpts from wider, qualitative and quantitative research already conducted by the company, before providing a summary for each issue.

For more information about Board-level consumer engagement visit http://www.brandspeak.co.uk/case-study/board-level-consumer-engagement/