We work alongside financial services companies, at all levels of the organization, to build insight-driven strategies that deliver real, lasting impact.
At Edelman Berland, we provide comprehensive consumer research, analysis and consulting services to help clients successfully navigate today’s challenging financial environment.
Our Financial Services Research and Consulting team provides regular thought leadership on issues facing the financial services industry. For more than a decade, Edelman Berland has been fielding the Edelman Trust Barometer, an annual survey, that gauges attitudes about the state of trust in business, government, NGOs and media across 23 countries.
Data from the 2011 Edelman Trust Barometer revealed that banking and financial services are now the least trusted industries around the world. Insights from our research have guided our clients in developing comprehensive, effective communication strategies that transform stakeholder perceptions and build corporate reputation.
CLIENT IMPACT
Gauging Consumer Reactions to Alternative Pricing Approaches
In response to the global economic slowdown that commenced in 2008, a new regulatory environment was created for the financial industry. As a result, in May 2009 a personal banking and investments company commissioned Edelman Berland to gauge consumer responses to alternative pricing approaches that would support the company’s business needs, as well as accommodate the new regulations.
In order to capture target audience impressions of the potential new pricing approaches, Edelman Berland conducted 24 dyads among various types of credit card holders. Participants were a mix of both current customers as well as prospective customers. Further, in order to obtain geographically diverse responses, the participants were from the Chicago, Illinois and Baltimore, Maryland markets.
This qualitative research effort was designed to explore: (a) perceptions of current interest rates, (b) any existing notions as to how rates are determined, and (c) the perceived level of fairness and trust linked to the new pricing approaches being implemented. The insights from our research helped to inform the client in its development of strategies for communicating the new pricing approaches, while maintaining customers’ trust and good will.
