London-based insight and analytics company MESH Experience has launched its first annual experience landscape report for the retail bank sector, with the aim of helping clients see the world through the customer's eyes.
MESH specialises in developing new methods of research, and its core MESH Experience Tracker captures consumers' experiences and interactions with brands, wherever and whenever they happen. For the past year, the firm has been researching, trialling and building a new real-time experience tracking subscription data stream for the retail banking sector. With more than 5,000 participants and 23,000 experiences collected over the last twelve months, the landscape report covers all touchpoints - paid, owned and earned, from TV to online to word-of-mouth - across all major banking brands, and includes detailed qualitative diagnostics.
The report has been designed to help address issues that clients are currently grappling with, such as discovering whether, when and how banks should be using TV advertising; what channels work best for which categories of messaging; and what campaigns cut through most engagingly and why. It looks at the meaning of 'trust' and determines which banks are already leading the way; and also examines the do's and don'ts from a year where negative earned news reached almost one in ten people.
Company advisor Andy Dexter (pictured), who has been instrumental in bringing the project to market, comments: 'I'm excited by the unique perspective MESH Experience brings. This feels like a genuinely innovative way of understanding differentiation and opportunity within a crowded sector. We know clients have long been seeking more cost effective yet holistic brand tracking - and here it is, all in real-time'.
Web site: www.meshexperience.com .
All articles 2006-18 written and edited by Mel Crowther and/or Nick Thomas.