Trading Places:
A case-study of research into the service development and branding of Sharepeople.com
George Davidson
The Research Business International
Project backgroundThe 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...