Member Segmentation & Persona Development

Financial Institution


This financial institution needed to better understand its members in order to develop deeper relationships with them, and better anticipate and meet their needs.


By undertaking member segmentation research, we developed personas representing and profiling each of the core target segments.  We conducted: 

  • Extensive qualitative ethnographic interviews to form a deep understanding of each segment; 
  • A follow-up quantitative survey to confirm and measure the differences between segments


We developed a comprehensive profile of each segment, including motivators, challenges, barriers, aspirations, and financial and banking needs and expectations.  This informed the financial institution’s acquisition and retention strategies, product offerings, and media targeting.