HSBC: Together We Advance

This case study demonstrates the approach used by HSBC, the bank, to understand its Emerging Affluent audience in order to build successful global customer propositions.

HSBC: Together We Advance

Henrietta de Souza, Josh Sorene, Anthony Martin and Richard SmithHSBC, BAMM and BDRC Continental

Summary

The global research team at HSBC has an innovative approach to understanding customers. It needs to support a strategy that global customer propositions must work successfully in multiple markets. Therefore it has focused on acquiring a rich and deep picture of the Emerging Affluent audience, using methods which 'X-ray' consumers in order to uncover cross currents of thought processes, emotional reactions and frames which are found within this audience worldwide. This approach recognises diversity but within that searches for consensus....

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