Trading Places: A Case-Study of Research into the Service Development and Branding of Sharepeople.com

Describes a research case-study by Research International for The Share.com (later rebranded Sharepeople), an on-line share-dealing service about to be launched in 1999.

Trading Places:

A case-study of research into the service development and branding of Sharepeople.com

George Davidson

The Research Business International

Project background

The Share.com (later to be re-branded Sharepeople) approached The Research Business International early in 1999, with a brief to get closer to the share-dealing market. Their intentionwas to launch an online and execution only share-dealing service and required research to tailor their proposition. The share-dealing market at that time, and now, is early in development and so required insight to understand motivations, barriers and frustrations of consumers.

The Share.com appeared to be an...

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