Challenge: A well-known investment provider launched a set of new retirement income products, designed to create a steady income stream for investors during retirement. The company wanted to ensure this unique offering was clearly understood and had appeal in generating interest among prospects.

Objectives: Overall, to provide strategic direction for the optimal positioning of these unique retirement products, including the overall communication platform, key support messages, and most compelling language.

Solutions: In-depth online focus groups were conducted in an exploratory phase, followed by online surveys in a large scale quantitative study for statistical confirmation; the phases targeted a mix of customers and non-customers who were approaching retirement or were already retired, including those with and without defined benefit pensions.

Results: Results of this research were used to shape messaging and customer marketing strategies.