Business

The ICAEW: Communications strategy amongst ACA students The ACA is the Gold Standard qualification in the accountancy profession, available to members of the professional Institute of Chartered Accountants (England & Wales). Our task was to assess the communications from the Institute, in the context of the wider relationship experienced by trainee ‘student members’. The ICAEW seeks to expand influence in key emerging markets, and our global qual/online research provided an essential blueprint.
Technal: customer satisfaction with maximum insight This building products company sells to a limited number of UK customers. As with many b2b surveys, gaining a very high survey response rate is essential. ASR has managed their annual customer feedback survey for several years, always gaining over an 80% level of participation. We enhance our reporting with mini-depth discussions with core customers, and sound clips reported direct to the management board. ‘This has been the smoothest annual customer survey in our experience and I particularly value the quality of your analysis and presentation’ Christine Simms – Marketing Manager, Technal/Hydro Building Systems
Help the Aged / Age Concern: travel and motor insurance for older people Working with fellow ICG member CM Insight, ASR looked at how the UK insurance market provides for an increasingly large and healthy older age group, who wish to carry on driving and travelling often well into their 80s. ASR used an unusual approach to providing quantitative evidence of discrimination and bias in these markets. We recruited 200 people aged over 65, and a younger control sample, to attempt to buy a range of policies using all the major channels. This exercise, along with group and individual discussions, allowed the client to present a compelling case for change to industry and Government. Our published report is available on request. ‘CM Insight worked with ASR to respond to a complex and evolving discrimination brief in a highly flexible, efficient and professional manner, enabling the commission to be agreed and implemented against a very challenging timescale. We are delighted with the research, and will be using the findings to support our UK-wide campaigning work on behalf of older people’ Dr Ian Nowell – Director General’s Office, Age Concern England
Vocalink: NPD assessment Vocalink controls the BACS payments system in the UK. It is at the forefront of new product concepts and technology for the financial services industry. It turned to ASR to analyse and report an extensive online survey of new concept reactions.