Testing customer understanding to de-risk an investment product launch
Our Approach
Validating understanding and perceived value before launch
We conducted qualitative research ahead of the product launch to assess customer understanding, perceived value and the appeal of the concept. With an investment product, offering an attractive proposition is not enough. Customers must also be able to understand it easily and trust it from their very first interactions.
Researching across regions to identify trust signals
We conducted individual interviews with target customers in German-speaking and French-speaking Switzerland. This approach revealed differences in perception, recurring questions and expectations around transparency. These findings provided a consistent foundation for communicating the offer across Switzerland.
The credibility of a financial product is shaped by the details: customers expect immediate transparency about its terms and limitations.
Clarifying a proposition that spans several financial categories
The research revealed genuine interest in the product and a generally good level of understanding. However, some aspects of its positioning could be interpreted differently depending on the customer profile. These included the nature of the investment, the protection mechanisms and their practical implications. We turned these areas of ambiguity into actionable recommendations for clarification.
Building trust through consistent partner communications
The involvement of a recognised financial institution was an important signal of credibility, provided its role was clearly explained and aligned with the terms of the offer. Our recommendations addressed both the key messages and the information that needed to be made explicit, helping to reduce objections and build confidence at the point of decision.
A recognised partner builds trust only when its role is explicit and consistent with the terms of the offer.
Key Benefits
A clearer proposition, validated with customers
Customers generally understood the product and showed genuine interest. The research pinpointed what needed clarifying to reduce differing interpretations and make decisions easier.
Actionable recommendations to strengthen credibility
The findings brought together the barriers, objections and drivers identified during the research, with targeted recommendations on transparency and consistent launch messaging.
Clearer decisions for a more confident launch
En clarifiant le positionnement du produit et les principaux signaux de confiance, l’entreprise a pu aborder sa commercialisation avec une base plus solide pour communiquer et accompagner la décision des clients.
