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How could Schwab evolve from a discount brokerage to a full service firm without eroding its core business?

We started by segmenting the new customer base to understand how they differ from the traditional Schwab customer and the general investor. We used this new understanding to restructure Schwab's services, from the tiers of offers, to naming systems, design, PR and marketing communications.

"In 2002 we introduced a new service into the market. Prospero was invaluable at gaining insight into the mindset of our new investor target and positioning our offer. We particularly appreciate the speed with which they get to grips with the issues and turn an assignment around."
VP Brand Management, Charles Schwab