Case Studies
A selection of projects that Further Insight has recently completed.
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- HomeStart – Brand Health
HomeStart engaged Further Insight to better measure and understand its brand health.
The problem
As a relatively small brand in the home loan segment of the banking sector, HomeStart battles against brands that have significant foothold in the market, with larger product portfolios and larger marketing budget. The South Australian government-backed organisation needs to be smarter to be able to compete effectively. The organisation wanted to improve its brand health tracking to help them better understand their performance, which would in turn enable better execution of their marketing activity.
The solution
Further Insight designed a tailored always-on brand health program, collecting market data from HomeStart’s direct target audiences. The program was designed to continue using the same fieldwork provider, largely the same questionnaire, to ensure results of past brand health programs were comparable. Reporting was provided to HomeStart on a regular basis.
The result
With a consistent data collection methodology, the HomeStart team was able to easily compare results to previous reports. While the methodology was designed to be consistent, a number of new questions were introduced to ensure the methodology follows the latest marketing measurement theory.
The results are reported to the organisation regularly, with in-depth trend and theme analysis of the results. The team is provided with expert support to help them communicate the results to the rest of the business and their media agency. This includes presentations and Q&A sessions.
The reports provide direct insight into the impact of the organisation and competitor’s marketing activity on brand health.