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Global proposition development

The research identified global opportunities and challenges, and there was clear feedback on the most compelling messages to the different audiences.

Background

Our client, a global employee benefits provider, were looking to develop a global marketing and communications proposition to support global clients, major EBC brokers and local employees.

The Challenge

The research needed to uncover the needs of the different audiences across various locations and how they all fit together.

We needed to ensure local employees, clients and brokers had equal say in the development of the proposition.

The research had to consider how employee challenges differed across countries and territories, whilst also collecting data to enable the development of a global marketing proposition.

Our approach

We ran a large-scale qualitative stage of more than 40 in-depth interviews, many of which were pairs and triads. Markets included in the research were:

– UK and Europe
– UAE
– India
– Taiwan and Hong Kong
– Mexico and Brazil
– North America – USA and Canada

All were conducted on via telephone, Teams or Skype. This was augmented by an additional 37 online interviews among clients.

The outcome

Rich, granular detail was collected and fed back to our client.

The research identified global opportunities and challenges as well as local ones, and there was clear feedback on the most compelling messages to the different audiences.

There were some clear recommendations on sales, as well as on the best ways to disseminate the message of their proposition.

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