How does our target market see us? Understanding external perceptions of Finance Wales


Why the client needed the research
Finance Wales makes commercial investments in Wales-based businesses with the potential to grow. Beaufort Research was appointed by Finance Wales to help the company understand and benchmark its target market’s perceptions of its brand so that the client could enhance the effectiveness of its communication with various audiences.

image Our approach
We undertook a quantitative survey with the option of a subsequent, targeted qualitative stage to explore particular findings in more detail.

The complex quantitative research programme involved telephone and online surveys conducted among senior level decision-makers in seven discrete target groups. The follow-up qualitative stage consisted of a series of in-depth telephone interviews with key audiences.

The outcome
The survey results were very positive overall and indicated that Finance Wales’ marketing had been successful in communicating key messages regarding its brand and positioning to its target market.  There were also very strong positive associations for the brand around its commitment to clients, honesty, stability, expertise and taking a long-term view.

The qualitative component helped to identify practical steps Finance Wales could address.

What the client said
“Beaufort managed this complex project effectively and achieved high levels of engagement with our target groups.  Finance Wales has used the outcomes of the research to inform its strategy development and future positioning.”