Business Challenge
- Our client, a financial services brand wanted to test 3 different brand positioning ideas to understand which one best connects with their diverse set of loan customers, across both urban and rural segments.
The Method
- 24 focus groups across 6 cities, covering both rural and urban markets
- People who had taken loans (existing users) and People planning to take a loan soon (intenders)
The Outcome
- Customers responded best to ideas that:
- Balanced inspiration with practicality
- Avoided jargon
- Felt inclusive and empowering
- Concept A emerged as the strongest , appreciated for its simple and inclusive message, emotional warmth, and belief in the customer’s potential
- Concept B was seen as supportive and personal, but the language and tagline felt complex and hard to grasp
- Concept C felt too abstract and commercial with messaging that didn’t connect well with everyday financial realities
How the Client benefited
- Gained clarity on which direction to take for brand positioning
- Got clear feedback on what elements worked and what to tweak
- Helped shape messaging that feels inclusive, empowering and rooted in real needs