AIB Positioning
Method Toolbox
- Focus Groups, Online Ethnography, Qualitative In-Depth Interviews
Framing the Problem
AIB was in the process of redefining its masterbrand positioning to something more in line with the zeitgeist. After an extensive period of brand positioning work, consumer research was needed to identify which directions were most motivating to consumers and to develop key brand assets to bring them to life.
Our Approach
We led a multi-stage research process to develop and validate the material being produced by MCCP and Dro5a. This involved 50+ qualitative research groups with consumers, SMEs and corporate customers, alongside stakeholder interviews, workshops and ethnographic work over a nine-month period. The work covered ROI and NI and required the management of multiple stakeholders in a high-stakes brand repositioning.
The Breakthrough
Alongside identifying a territory and end line that resonated with consumers, we developed powerful insights into consumers’ banking expectations. These insights helped AIB shape its creative executions and activations within the wider brand strategy.
