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Using research & insights to lead a rebrand

Client name Quartex Software
Year 2025
Work completed Creative and digital, Government and stakeholder engagement
Team Glenn Langridge, Ruth Callaghan, Cameron Wong, Hayley Emmett, Adam Elovalis, Dan Wilkie, Liliana Moreno, Ben Cole

Overview

Quartex (formerly INX Software) reached a pivotal point in its history in 2024. After INX Software merged with K2y, the organisation required the knowledge of how they were going to go forward.

Rather than guessing they needed to know, and be sure, how their customers were going to react to what looked like a new organisation – after existing for over 20 years, this was critical.

To gauge sentiment and awareness of what customers believed Quartex was about, a bespoke and digital forward piece of brand equity research was recommended as the most efficient method to obtain this information – and move forward with certainty

Challenge

Quartex engaged Purple to get down to brass tacks about what their customers thought the organisation was about.

The Purple team was tasked with both understanding historical customer concerns, where customers believed the company may be going, and how they fit into that overarching story and process. On top of this, the organisation had a complicated name, and what seemed like an unclear position following the merger with K2Fly.

Given the company had existed for over 20 years at this point, there were also a large number of loud voices and assumptions to contend with – as Quartex desired a clean break to start afresh, understanding these points of view was a high priority.

Solution

The research needed to unpack a few crucial factors: brand association, salience triggers, perception of where the company was positioned, and also what Quartex could do to further improve its market position. Customers would be crucial in determining these data points.

To enable a smart and efficient use of customer time, the Purple team designed a series of 2 digital surveys to gather data. Given businesses need to be run by Quartex’s valuable customer base, the flexibility of digital ensured that the written answers remained in a consistent format, as well as being available for future reference as projects within the company moved forward – whilst not taking up more time than necessary.

In addition to the digital surveys a series of Microsoft Teams interviews added a richness to the key findings and themes and offered meaningful and genuine conversations. The interviews provided useful qualitative data to add further depth to the quantitative data that the digital surveys provided.

Results

Purple’s research garnered over 100 responses from Quartex’s customer base, allowing for a robust data set to be gathered and analysed ahead of developing further strategy as Quartex moved into visual identity development and market positioning strategy.

To complement this, the Purple team developed and presented a bespoke outcome report detailing themes and insights with which to inform further brand strategy scope. This data enabled Purple to further develop brand strategy for Quartex, and ensure that the organisation knew where they were going – and not have to guess the best route.