Illustrative engagement. A representative scenario showing how we approach this kind of work in creative services. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping creative services
Design studios and creative agencies need evidence that their work performs, insight into their clients and research that helps them win pitches.
- Clients ask for proof that creative work performs
- Client relationships drive repeat business
- Talent is the main asset
Client background
A design agency working for a bank, working in India & UAE. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A design agency working for a bank
- Sector
- Creative services
- Team engaged
- Market Research
- Services
- Qualitative research, Online surveys
Client challenge
The bank worried that a modern logo might feel less trustworthy to older customers.
Research objectives
- Deliver on the brief: checking a logo redesign with customers.
- Understand the views, needs and behaviour of customers.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 4 weeks.
Target audience
The work focused on 1,000 customers.
- customers1,000
Audiences we typically reach in creative services
Agency clientsTarget audiences for creative workCreative teamsProspectsFreelancers
Geographic coverage
Coverage: India & UAE. Markets: India and United Arab Emirates.
- India
- United Arab Emirates
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Online survey
- 3Customer interviews
- 4Insight
We tested the new and old logos for trust, modernity and recognition and interviewed long-standing customers about the change.
Qualitative researchOnline surveys
Sampling strategy
- customers
- 1,000
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- interviews
- 12
- The online survey was mobile-friendly and offered in respondents' languages.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- The new logo scored well on modernity without losing trust, provided the familiar colour stayed.
Keep one familiar anchor when changing a brand mark.
Recommendations
- Build on the core insight: keep one familiar anchor when changing a brand mark.
- Focus effort where the evidence was strongest: the new logo scored well on modernity without losing trust, provided the familiar colour stayed.
- Re-measure after the changes to confirm the effect.
Business impact
- The agency kept the colour and refined the symbol.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: does this creative work with the audience?