Shaping a bank’s offer for people moving between countries
People moving between countries need a bank that works before, during and after the move. To shape its offer for migrants, expatriates and travelers, a bank asked us to follow them through their moves, as they happened.
- Client
- Financial services company
- Industry
- Financial services
- Markets
- Three markets
- Kind of work
- Consumer understanding
- Our role
- Digital ethnography and proposition testing with migrants, expatriates and travelers
The question
The bank wanted to win more of the people who move between its markets, and it already had a proposition for them.
What it needed to know was whether that proposition was the right one, and how it looked to someone comparing banks in the middle of a move.
Our approach
We followed people through their moves as they happened, in a digital ethnography on their phones, so each chapter came to us in their own words.
Along the way they mapped their decision journeys, sorted features into must-haves, and built collages of international banking at its best and worst.
They also saw the bank’s proposition beside competitors’ propositions, so it was judged the way a customer comparing banks would judge it.
What the team came away with
The bank had the full picture and a revised proposition, presented and set out in a written report.
To take the work to stakeholders across the bank, we told the story back through films, journey maps and a board game made for the purpose, so people far from the research could see a move through a customer’s eyes.
Who we heard from
Migrants, expatriates and travelers across three markets, in a digital ethnography
Related work
View consumer understanding case studies- What we do
- Strategic research
Want to understand your customers better?
Bring the question, and we’ll talk through where to begin.
A partner or director will reply.