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Message optimisation research to ensure new messaging resonates with target audience.
Amigo Loans offers borrowing, with the backing of a guarantor, to customers with low credit scores. Following the COVID-19 pandemic, Amigo was looking to redevelop their brand positioning with new messaging options.
We have worked with some of the biggest and best brands out there, discovering new insights, innovating brands and products and inspiring change through the journey of research.
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Amigo Loans is a credit lender authorised and regulated by the Financial Conduct Authority. Amigo offers borrowing, with the backing of a guarantor, to customers with low credit scores. Following the COVID-19 pandemic, Amigo were looking to redevelop their brand positioning and benefits with new messaging options. Research was required to explore the effectiveness of these new communications.
We used a mixed method approach as the most effective way to maximise research outputs for this project. A quantitative survey was conducted online to evaluate the five messaging concepts developed by Amigo. This survey was supplemented with qualitative, one-to-one depth interviews to gain a more granular level of insight into perceptions of Amigo and the proposed messaging strategy.
The research provided insights into brand awareness and usage as well as giving a look at the market in general. In terms of headline messaging, two clear winners were identified as being the most appealing, with the highest “likely to use” scores. Supporting statements around flexibility and support were found to be universally appealing. The research informed Amigo Loans on how to optimise their messaging with a view of improving conversion rates from awareness to usage.
