Exploring the impact of a new packaging design on purchase
Brand and Communications
The Need
A neo-bank wanted to gain deeper audience insight and understanding of financial control, visibility, progress, and financial optimism of their current and prospective customers. Additionally, they wanted to uncover a fresh perspective on the role of money and the bank’s role in wider society.
Our Approach
We designed qualitative research including current and prospective customers at different life stages. The research also included a sub-set of business customers and expats. An online community with 47 members of the public was conducted over 3 days. This included a range of different tasks to illicit conscious and subconscious thoughts and feelings regarding finance.
The Outcome
We designed an impactful report which highlighted differences across the segments and was bought the research to life using written and video case studies. Additionally, we incorporated psychological principles to validate why certain customers prioritised spending in some areas versus others. We also analysed all of the data from the online community using a comparative text analysis tool enabling us to identify and draw out segments, further solidifying the findings of the research teams.
