[row][column span=”span12″ hidden_on=””][text text_margin_top=”0″ text_margin_bottom=”0″ enable_dropcap=”no” animation_type=”0″ disabled_el=”no” ]The spot is about the green chair. It is a spot that explicitly ties public opinion research to the TD brand and to a marketing pitch that builds on the finding. In this case, 79% of Canadians are not comfortable that they can reach their financial goals. This finding gets turned into a rethink of what the TD green chair is all about and about TD listening and helping those in the 79%. They are, in fact, invited to come sit in the chair.

While the research that generated the 79% is not discussed much and does not appear to be in the public domain, the spot does something that many uses of public opinion research fail to do when used by corporations. Public opinion data here is part of a narrative that connects with people (the idea of being uncertain about financial matters) in a manner consistent with the brand and it is executed in a compelling manner.

Note that no specific product is offered. Public opinion is not presented as an excuse for a product discussion but rather a single proof point that speaks to the broader brand narrative TD wants to establish. Naturally other financial institutions could use the same data to support a brand position since the data is not about TD per se.

The other thing the spot uses the public opinion for is to show potential customers that they are not alone. It validates their own uncertainty and is presumably designed to encourage people to overcome their reticence to start a financial goal conversation.

The spot is not about public opinion but it provides a good lesson for how one can effectively use research findings to support organizational goals.[/text][/column][/row][row width=”boxed” background=”none” solid_color_value=”#FFFFFF” solid_color_color=”#ffffff” gradient_color=”0% #FFFFFF,100% #000000″ gradient_direction=”vertical” repeat=”full” img_repeat=”full” autoplay=”yes” position=”center center” paralax=”no” border_width_value_=”0″ border_style=”solid” border_color=”#000″ div_padding_top=”0″ div_padding_bottom=”0″ div_padding_right=”0″ div_padding_left=”0″ ][column span=”span12″ hidden_on=””][youtube el_title=”Come Sit in Our Chair” id=”VyAja4dy94s” width=”600″ height=”350″ autoplay=”no” disabled_el=”no” div_margin_top=”0″ div_margin_left=”0″ div_margin_bottom=”0″ div_margin_right=”0″ ][/youtube][/column][/row]