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