Cims

“I have found the ability to use video insightful as it captures the emotions and expressions of customers rather than just their words. It has really brought it to life and portrays some of the passion and enthusiasm that customers have which would not be conveyed through more conventional research methods”.
Clare Golding, Director, Marketing Strategy

When Cims, a global company that design and deliver individual programmes for many leading banks, were looking to educate their existing and potential clients about the benefits of packaged bank accounts they turned to Vox Pops.

Cims needed a number of videos that could be used for communication and pitching purposes. Their business objectives for the videos were to help them retain and acquire more customers, increase profit and improve customer satisifaction.

Project Objectives:
Cims required research that would get close to their consumers and understand their opinions towards these accounts. Cims decided that Vox Pops International’s video-based research was the best approach, as it not only gave them an insight into their customers opinions but it would also act as an effective communication tool for sales pitches and presentations.

Method:
The Cims project required a Pan European research study in London, Edinburgh, Oslo, Berlin and Paris to ascertain peoples’ experiences, desires and expectations of financial services and in particular their views towards packaged accounts. The aim was to conduct 20-40 vox pop interviews and two video portraits in each country, as by the client’s recruitment criteria.

The project was comprehensive and involved a large team of people including translators, transcribers, researchers, videographers, producers and editors. All the topic guides, shot lists and recruitment screeners were written and translated. Throughout the process the client had regular updates and status reports.

Results:
Vox Pops International were able to supply Cims with ten complete videos about different aspects of finance, which have since been circulated to marketing heads in all of their international offices. The videos are now used by Cims to inform key members of staff on the behaviour of financial services consumers and act as a ‘sales tool’ to potential business clients.

The deliverables brought Cims closer to the financial services consumer in a way that had not been possible in the past.

This Case Study appeared in our 2005 International Newsletter.
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