Customer Research - AMA Iowa | Iowa Chapter of the American Marketing Association

Customer Research

Bankers Trust & On Point Strategies

Bankers Trust is currently celebrating 100 years of business, with a presence today in Des Moines and Cedar Rapids, Iowa, and Phoenix, Arizona. With On Point Strategies, the research methodology selected was qualitative in nature and was conducted with Bankers Trust retail banking customers in all three markets, designed with a cross-functional strategy. Four online bulletin board focus groups were used to maximize topical variety, geographic reach and budget, and were broken into age groups: Millennials, Gen X, Baby Boomers and Seniors. Research insights have been utilized for new buyer personas, digital product development direction, marketing communications direction, and meeting customer service expectations.

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