To help a client bank understand the retail and commercial regional banking market in its core areas in CT and MA.

• Measure aided and unaided awareness by the five key geographic areas
• Understand likelihood to try/switch to the client bank and competitors
• Identify factors that might drive preference/bank selection
• Understand key drivers of satisfaction in banking
• Identify current banking behaviors/usage

Zeldis conducted telephone interviews with retail and commercial banking customers. For retail consumers, we used a Random Digit Dial sample targeted to the zip and area codes and exchanges in the five areas of interest. We purchased a D&B sample listing for the small business and commercial interviews.

Through a regression analysis, we helped our client to understand key drivers of satisfaction in banking and perceptual mapping to show the retail and commercial marketplace at a glance. As a result, our client was able to understand its positioning in the marketplace and determine that the strategy it had embarked on was working.

Our client sought to understand the experiences and needs of financial professionals in order to inform advertising and communication.

Zeldis Research conducted an online quantitative study with 600 financial advisors, insurance agents, and other financial professionals about their sales process, tools, technology (including smart devices and social networking), information sources, and communication preferences covering life insurance, annuities, retirement products, and mutual funds.

As a result of this project, our client has a comprehensive overview of how financial professionals work, what their priorities and needs are, and how they utilize technology, both overall and by product sold.

Zeldis also segmented financial professionals on a number of factors to help the client focus communication, channel, and technology where needed.

Our client, a large financial services firm, wanted to understand the appeal of a new online banking concept.

Zeldis conducted telephone interviews with several thousand respondents, two thirds of whom were current clients and one third of whom were identified as prospects. We conducted a segmentation analysis that yielded several segments; one of which was highly actionable and provided an algorithm for targeting that segment in client database.

As a result, our Client was able to identify appropriate customer segments that found the concept bank highly appealing, would consider banking at the concept bank, and consider the concept if it offered the items that increased their interest.

• Our client sought to understand the potential for a new debit card that would offer features and benefits similar to those normally associated with credit cards. They hoped to:
• Identify interest level/preference for the new debit card
• Measure value and interest in specific features and benefits and determine which are key interest drivers
• Gauge value and likelihood of accepting this card
• Measure impact of card brand on acceptance
• Assess willingness to pay a $95 yearly fee for this card

Zeldis conducted online interviews with heavy credit card revolvers and debt reducers in households with $75k+ income. We then performed a step-wise regression analysis to determine key interest drivers.

Study results provided the product development team voice-of-the-customer input regarding receptivity, key interest drivers and willingness to pay. Although there was high interest in all features/benefits examined, six contributed the greatest in determining willingness to accept this new debit card.

Our credit card company client was seeking to increase use and market share of its airline rewards card. They needed to identify the ideal combination of rewards features for both customers and prospects and better understand the importance and appeal of the individual features and feature levels in total.

Zeldis held 400+ online interviews with customers holding our client's card and 100+ without card and conducted a choice modeling exercise with all respondents.

We were able to examine differences in preference/ideal feature combinations by subgroups to identify possible segments that differ in ideal product preference. As a result, our client was able to understand consumers' use of air rewards programs and obtain feedback on strengths and weaknesses of their own reward card as well as competitor cards.