BMO is one of the top banks in North America, and this means they run a lot of campaigns at a fast pace. Their marketing team places a strong focus on being customer advocates and in-tune with customer needs and preferences. And with that, they recognize the importance of maintaining objective, customer-centric thinking in marketing decisions. However, they were seeing some inefficiencies in their research approach, with some teams unaware of what tools were available, when to use them or how to use them. BMO needed a solution that would standardize the research approach across teams, with common/repeatable tests readily available for quick and efficient use. They also needed to make sure there was cross-team transparency, so every marketer knew when and how to use the tools available to them.