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Research for Lehman's mortgage business
Preferred Mortgages is one of the UK’s leading lenders in the ‘non-conforming’ market place. The new brand identity, developed by VGroup, needed to be grounded in a reliable and objective view of their place in the market.
By combining traditional research techniques (e.g. face-to-face questioning) with innovative online surveys, we gained opinions from a very broad range of stakeholders and were able to: clarify current perceptions of Preferred’s communications propositions and brand values; identify significant matches/discrepancies between actual and desired values; evolve Preferred’s core proposition and communications on the basis of factual evidence; Create highly relevant communications messages and finally to gather views on current marketing communications including advertising, website and product literature.
