What resources should I as a reporter/ analyst/ student-at-large go to for explaining how credit unions are disrupting financial services brand ROI / ad spend
I am a freelance reporter/ analyst/ student-at-large finalizing a report for Mintel on Brand Perceptions of Financial Services Providers and I am looking for suggestions as to where to go for data/ research on brand ROI/ ad spending for the financial services sector. We are covering 24 brands in 6 sectors including credit unions, retail banks, brokerage companies, insurance companies, mortgage companies.
Specifically, the big story I’m trying to tell with this data is the phenomena how of a single category – ie, Credit Unions (which score top of class on all of the brand attributes) has significantly “disrupted” big banks, brokerages, insurance companies, mortgage companies relative to its “brand” equity. (By brand equity, I mean it scores highest on consumers saying that it is the brand they trust, it offers the best service, etc.)
Any ideas? I am in the process of trying to get some Forrester reports on this but can’t afford their individual report price of $499. If any knows for “free” resources for “packaged facts” like this, I think it would be useful for many of us.
If anyone has offline ideas, please feel free to contact me –
Ellen Corley
ResearchWorksChicago
312/664-2631
