Startup Brand Re-Launch
Caribou, formerly MotoRefi (2020-2022)
Objective: Engaged by MotoRefi's CMO for a full brand and product experience evaluation, serving as outsourced Research Leader for nearly 18-months.
Methods: qualitative/open-ended surveys, quant surveys, staff interviews, conjoint, maxx-diff, vanWestendorp
Outcome: Comprehensive brand assessment, new cash-out refinance product, and a greater understanding for the relative importance of marketing claims on believability and interest.
Impact: Rebranded as Caribou emphasizing customer autonomy and financial freedom, and quadrupled revenue over the next two years.