Q Market Research

Unified a board of directors around a company name change

A large credit union engaged Q Market Research to explore issues around a possible name change for the credit union. We conducted phone surveys of current and prospective customers. Surveys were conducted with current customers where the credit union had large share of wallet. We profiled these best current customers to identify best prospects to be interviewed.

The survey explored brand equity and issues around the current credit union name and reactions to three new name options. Q Market Research recommended a new name that resonated with members and prospects in the community. Equally important, the research brought together a large, non-unified board to a common position that led to a unanimous decision to change the name.