Member Segmentation & Persona Development

Challenge This financial institution needed to better understand its members in order to develop deeper relationships with them, and better anticipate and meet their needs. Process 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 Outcome We developed a comprehensive […]