SAGICOR

Financial Services Sector       │ Market Research

Overview

The client sought to determine its brand power and positioning for each product in Antigua and Barbuda, Barbados, St. Lucia, and Trinidad and Tobago.

Objectives

To collect consumer-level data on knowledge, attitudes, and perceptions of the client’s brand in four Caribbean country markets.

To analyze the responses to the research instruments to provide the client with business intelligence indices such as brand awareness and perception, customer loyalty, Net Promoter Scores (NPS), and buyer behavior drivers.

Work Done

KBDI collaborated with the client to refine and test the surveys and to program the instrument in the mobile survey data collection app.  We recruited team leaders and enumerators in each country who were extensively trained to implement the survey and perform data quality control.

KBDI performed data analyses by country on brand awareness and position, as well as competitor analyses for key performance indicators.

KBDI employed adaptive approaches to its data collection methodologies in the early stages of the COVID-19 pandemic to achieve responses from 90% of the targeted sample frame.

Outcomes

Four country-specific reports and a consolidated regional report with recommendations for process improvement and product development