Executive Summary

A global insurer wanted to understand why strong awareness wasn’t converting into preference and loyalty. Proactive conducted brand tracking surveys, interviews, focus groups, and sentiment analysis across 10 markets. The client refined its value proposition, improved NPS, and boosted brand preference by 15%.

Business Question

Why is our brand awareness not translating into preference or loyalty across key global markets?

Research Approach

Proactive Worldwide conducted brand tracking surveys, interviews, focus groups, and sentiment analysis across 10 regions, benchmarking against top global rivals.

Key Findings

• Awareness lagged behind two competitors in core markets.
• Clients valued stability but perceived less innovation.
• Servicing experience gaps hurt conversion from interest to preference.

Business Impact

The client launched market-specific campaigns, refined messaging, improved servicing, and boosted brand preference by 15% within a year.