How Retraites Populaires explored brand perception and positioning for its 3rd pillar offering
Improving 3rd pillar insurance awareness and brand perception among young population in Switzerland
Retraites Populaires is a non-profit, public law company dedicated to providing financial security and long-term investment solutions for individuals and businesses.
With over 212,000 policyholders, Retraites Populaires specializes in:
Life insurance (3rd pillar)
Personalized coverage to support individual financial planning.
Occupational pension funds (2nd pillar)
Comprehensive retirement solutions for companies and employees.
Real estate & rental
Investment in property to ensure sustainable financial returns.Loans (mortgages)
Tailored financing solutions to help individuals and businesses acquire property.
Through its diverse offerings, Retraites Populaires supports financial well-being and long-term security, helping individuals and organizations plan for the future with confidence.
Challenge
Has a yearly goal, Retraites Populaires wants to understand at a deep level if the awareness of their company increase/decrease and the impact of their brand image. Traditional methodologies of online surveys help them to collect this information but they lack an accurate way of understanding the « why » behind the metrics.
They leverage smartinterview with the objective of accurate in-depth insights collection around their whole customer funnels and the different demographics.
Has the awareness of our company increased among young adults (20-29 y.o.) ? Why ?
Has the awareness of our cores activities increased ?
Has the consumer knowledge about our values and positioning improved ?
How can we differentiate ourselves / stand out from our competitors ?
Solution
By proposing our solution SmartInterview, tailored and focused on MISTrends panel we were able to collect all the quantitative responses as well as design automated AI follow-up questions that allowed Retraites Populaires to position themselves strategically within the competitive landscape.
The respondents were able to take the survey with voice conversations and they were listening to a human voice the questions.
Moreover, Retraites Populaires leveraged SmartInterview to extract key insights and sentiments from open-ended responses, providing a deeper understanding of customer expectations and market trends.
These insights directly influenced product innovation, helping them refine their offerings to better align with evolving customer needs.
This approach not only strengthened their market intelligence but also reinforced their leadership position, ensuring they remain a trusted and forward-thinking player in their industry.
Impact
Retraites Populaires successfully designed a data-driven brand campaign that sets them apart from competitors by leveraging deep, customer-centric insights. Through SmartInterview’s, they extracted unique data from customer responses, going beyond traditional survey data.
This approach enabled them to Identify key emotional drivers influencing customer decisions. Uncover unmet needs and expectations within their target audience
Fine-tune messaging and brand positioning to resonate more effectively with policyholders.Enhance personalization by aligning marketing content with real customer sentiments.
Conclusion
Smartinterview has enabled Retraites Populaires to take a new approach to concept testing and brand positioning, ensuring their marketing initiatives are both customer-centric and highly effective. By leveraging their quantiative data as well as AI-powered open-ended insights, they were able to:
Refine concept testing by analyzing real customer feedback and identifying the most compelling ideas.
Align with customer expectations by uncovering key preferences, concerns, and desires.
Personalize content experiences to enhance engagement and make marketing messages more relevant to different audience segments.
Analyze verbatim to predict campaign effectiveness
