Winners: MRS Awards 2023, Financial Services
January 22, 2024
So, we are a little late to the party in announcing this (we have been busy with the Firefish Data rebrand) but are no less proud of our award win in December at the annual MRS Awards!
It was awarded for a great project that we partnered with Barclays on around the Cost of Living Crisis, and saw us triumph in the Financial Services category, putting the cherry on top of a great night, and a great year that also saw us win the ESOMAR Research Effectiveness Award as well.
You can read a little about the project below and we hope our winning streak continues as we partner on the most interesting strategic brand and business challenges with all of our clients.
From Crisis to Confidence: how Barclays Made Money Work for Customers
From Land’s End to Lossiemouth, the Cost of Living Crisis had a significant and speedy impact on people’s lives. Barclays’ timely brand promise is to help people feel better about money. They commissioned research with Firefish to ensure strong focus on what was most important to customers when navigating this unprecedented situation.
Specifically, Barclays required insight on what products and services to offer and how to communicate about them. Our in-depth, phased approach (digital qualitative, depths and online groups) generated rich colour, context and authenticity. As a team, we collaborated flexibly in partnership with Barclays and their product and marketing teams, crucial when decision-making is live and dynamic.
Impact from the research has been felt across Barclays. An abundance of quick wins for customers has already been delivered. A new audience framework around financial resilience has fuelled strategic planning. By making the customer, and their experiences, central we helped inform a strong marketing campaign, which has increased brand consideration and customer-centric perceptions, too. For the future, Barclays have an innovation pipeline, with investment successfully unlocked.
With Firefish’s human-centric insight on the Cost of Living Crisis, Barclays have a clearer focus to ‘Make Money Work For’ its 20 million customers across the UK.
Want to partner? Just get in touch.
