First direct has always (sinds 1989) been a pioneering bank. It creates convenience, setting it apart from competitors. For a short while, first direct lost its way and became more like other banks. Fortunately it understands the importance of market research and marketing. It asked customers what they wanted. The answers were clear and so was the response. first direct is now recapturing its distinctive reputation in the banking sector. Read more: http://www.thetimes100.co.uk/case-study--using-market-research-to-relaunch-a-brand--129-318-6.php#ixzz13YeKW1Sd