Going Global
A look inside our research that led to building HSBC’s successful global customer propositions.
The Challenge
Conventional research reveals very little about the effect that finance has on people's’ lives. In a complex and competing multinational market, HSBC needed to uncover the emotional impact of financial planning. More importantly, they needed a strategy that would work in multiple markets that recognized the diversity from within but also found a consensus among the many national markets.
The Methodology
To build a deeper understanding of how the target segment felt, acted, and dreamed, Olson Zaltman teamed up with their global partners and focused the research on a deep & thorough consumer immersion.
The Impact
The company saw a 10% increase in HSBC’s advocacy score.