Idea generation Reading the "Summary of key findings' and highlight the reading that answer the question 1. Do Union Direct customers seem to generally trust the bank? 2. Do existing and former customers realize that Union Direct is part of a larger banking 3. group? important When people make purchasing decisions, is brand loyalty their most consideration? 4. Would most people surveyed purchase products from other banks? 5. Do customers want their bank to represent their most important value?