In this paper ICM’s Dr. Tom Wormald explores five ways in which the Aviva Live online research community has helped Aviva understand how customers perceive its brand values, personality and narrative.
Through this analysis he suggest that as brand communications are changing in the era of the social internet, so too research and thinking on brand development and deployment must also change. In particular, Aviva Live has demonstrated the vital importance of maintaining ‘day-to-day’ conversations around brand and the impact on brand of different customer touch-points – whether these are services, products or communications.
The paper – delivered at the MRS Brand and Advertising Conference in July 2012 – explores how this has worked in five different areas of Aviva’s work, showing the benefits of holding sophisticated, in depth conversations with engaged consumers to inform and improve product, service or communications development and delivery.
Click here for the full paper.
To find out more contact Dr. Tom Wormald
Five ways customer discussions have helped Aviva (PDF)
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