UK 2014 Case Study - Understanding the drivers of credit card choice and behaviour
UK 2014
Case Study -Understanding the drivers of credit card choice and behaviour
Case Study – Understanding the drivers of card behaviour
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OUR MISSION• Our client – a major UK credit card provider –
wanted to uncover the drivers of card choice and behaviour at a deep, subconscious level to inform card proposition development
BE INSPIRED METHODOLOGY• Behavioural Hypothesis Workshop to develop
hypotheses of conscious and subconscious drivers of card choice and usage
• Priming the Consumer – digital card usage diary using smart phone app to surface behaviouraltriggers/barriers
• Consumer Immersion – depth interviews to deep dive into the consumer behavioural journey and identify behavioural triggers/barriers
• Expert Eyes – analysis of findings by Professor of Financial Decision Making
Case Study – Understanding the drivers of card behaviour
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KEY INSIGHTS AND IMPACT• The consumer immersions highlighted how
different consumer behavioural journeys shaped subsequent card choice and usage
• Key BE inspired insights included the impact of ‘peak/end’ experiences on stop/start card behaviour
• The role of mental accounting in shaping money management behaviour was also highlighted
• The behavioural triggers and ‘danger’ points identified are helping to shape card proposition development
• The process also shed new light on the client’s behavioural data analysis