The Australian Competition and Consumer Commission (ACCC) is responsible for developing the regulatory framework around the Consumer Data Right (CDR), which will improve consumers’ ability to compare and switch between products and services. It will also encourage competition between service providers, leading not only to better prices for customers but also more innovative products and services. 

The ACCC wanted to explore new names and visual identities for the CDR and test the reaction to these with consumers. This new name and visual identity needed to resonate with the wider community, not just the stakeholders or designers. It must communicate to consumers and businesses how CDR will help them and how it will improve competition. 

It was vital that the new visual identity and name tested well with consumers on measures such as trustworthiness, security and consumer control. 

To ensure we gauged both the “what” as well as the “why” of consumer responses to the brands proposed, we conducted both quantitative and qualitative research. We recruited participants for a focus group where we presented each proposed visual identity and gathered insights about possible associations with other brands, emotional and cognitive reactions to the identities, and other feedback. 

We paired this with a survey of 200 Australians aged 18 to 60 years old. This data provided a quantitative counterpoint to the focus group, and allowed the client to identify widespread trends in the consumers’ brand associations and preferences. 

We then compiled a comprehensive report that summarised the findings of the research, and made recommendations to the ACCC based on user insights.

The report and findings were socialised extensively within the ACCC, and helped to inform decisions on the branding and marketing of the CDR.