Brand Awareness Research among IFAs
A new protection brand was about to enter the life & pensions marketplace with a big media splash. It needed to urgently take a pre and post measure of brand awareness so needed an agency who knew the IFA market well and could deliver 300 interviews in 3 days approaching an Easter holiday!
With our in-depth market knowledge and excellent access to IFAs and Employee Benefits Consultants (a specialised type of IFA), FWD took on the task.
A 2-stage project of 300 pre-campaign CATI interviews was achieved to give results after just 3 days in the field. A post-campaign wave was conducted after the campaign had run for 2 weeks and the results assessed. Interviews covered a representative sample of UK IFAs sector; a sub-sample also received an on-line survey allowing respondents to comment on specific advertising materials.
Recruitment of time pressed IFAs in a limited window was the major challenge.
The insights were presented back and the brand became established over several years; the brand has recently been sold for a significant sum