Client Situation

Business Objective

  • A national bank wanted to assess the effectiveness of promotional materials displayed in branch locations.
  • They wanted to gather customer insight to determine whether the materials were being noticed and if they were creating an interest in learning more about a new product.

The Challenge

  • Deployment of marketing materials across the bank’s branches was not uniform, and the placement of materials varied in each location.
  • In-the-moment customer feedback would be needed to fully understand the impact of the marketing materials.

Schmidt’s Solution

Our Approach

  • Schmidt deployed in-branch intercept teams that captured the specifics of the marketing placement in each location and observed customer reactions while they were in the branch.
  • As customers finished their banking business, they were intercepted by Schmidt representatives for a short survey and quick “in-the-moment” conversation related to the study objectives.

Outcome

  • Based on their professional approach, Schmidt’s intercept team yielded higher-than-expected response rates and finished the fieldwork ahead of schedule.
  • The client used the study results to optimize the placement of in-store promotional materials and significantly improve the trial for their new products.