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Money Advice Service: Money lives – a behavioural understanding of financial capability
Guy Shone, Vanessa Hill, Oliver Sweet, Suzanne Hall, Ella Fryer-Smith, Katrina Leary, Ivo Vlaev and Anthony Elliot, MRS Awards, Finalist, MRS Awards, December 2013
This article describes how the Money Advice Service, a government agency responsible for increasing financial capability in the UK, used ethnographic research to understand financial behaviours.
This article describes how the Money Advice Service, a government agency responsible for increasing financial capability in the UK, used ethnographic research to understand financial behaviours. This approach was used in order to capture unarticulated financial attitudes and motivations. Motivations and life events that affected financial decisions were analysed, with three life events highlighted: starting out, buying a house, and debt. These findings have contributed to the development of a strategic policy framework for financial capability in the UK.
Money Advice Service: Improving financial behaviour
Ali Pugh, Luke Perry and Michael Healey, MRS Awards, Finalist, MRS Awards, December 2013
This article explains research by the Money Advice Service, the UK government agency which provides advice for the public, which sought to understand the attitudes towards finances of a defined group of people and how this could be changed.
This article explains research by the Money Advice Service, the UK government agency which provides advice for the public, which sought to understand the attitudes towards finances of a defined group of people and how this could be changed. Focus groups, behavioural diaries, household case studies, customer journeys and further ethnographic methods were used. The insights informed the organisation's strategy at its establishment and continues to be used as a reference point.
UBS and the changing financial services customer: Seniors, women, and family influence
Stephen Whiteside, Event Reports, The Market Research Event, October 2013
This event report describes the understanding UBS, the financial services company, has gained regarding changing consumer habits in the US and how this impacts on its products and marketing.
This event report describes the understanding UBS, the financial services company, has gained regarding changing consumer habits in the US and how this impacts on its products and marketing. The company has identified three phases of retirement amongst US seniors: 'transition', where people reduce their working hours; 'my time', where the focus is on leisure; and the 'last waltz', where life slows down and health is a greater focus. Research found that seniors do not regard themselves as 'old' until they lose independence. It was also found that large numbers of baby boomers provide financial support for their parents or children, and sometimes both. UBS is considering how new products marketed towards family needs could be developed. The way financial services are marketed to women is also being evaluated as older women tend to live longer than men and possess significant wealth. The workplace is also being considered by the company as an opportunity for increased marketing activities, as colleagues of current customers are often desirable potential customers.
The Generation Waiting Game: Responding to Gen Y's delayed lifestages
Jason Mander, Future Foundation, May 2013
This article looks at how British people in their 20s and 30s are delaying significant life stages compared to previous generations.
This article looks at how British people in their 20s and 30s are delaying significant life stages compared to previous generations. The average age for taking out mortgages, getting married and having children is getting steadily older, while increased numbers of people aged 20-34 continue to live with their parents. There is widespread pessimism and the strains facing Generation Y are widely recognised by consumers across all age groups. Financial tools and services have come to the fore, as brands recognise the longer-term dependence of children on their parents, with the Family Springboard mortgage from Barclays and PNC's Virtual Wallet both cited. It predicts the appearance of more brand offerings that have the explicit aim of helping financially pressured Gen Y's to reach important landmarks.
New Opportunities in Austerity: RAPP on UK consumers' shifting recession habits and trends
Tom Bristow, Event Reports, RAPP, April 2013
This report summarises latest findings from a research project undertaken by ad agency RAPP, which aimed to find out how UK consumer spending habits have changed in response to the recession and subsequent government cuts, and what opportunities there are for brands to occupy the new niches that are emerging in the economy.
This report summarises latest findings from a research project undertaken by ad agency RAPP, which aimed to find out how UK consumer spending habits have changed in response to the recession and subsequent government cuts, and what opportunities there are for brands to occupy the new niches that are emerging in the economy. The research showed that the spendthrift habits RAPP first identified in its 2010 study – such as households cutting certain items out of budgets or downgrading to cheaper versions of the same product – have become much more pronounced in the last two years. Clever companies have found ways to attract and keep these newly discerning shoppers both by introducing a new generation of highly personalised loyalty schemes, and by providing top quality customer service.
Innovation strategies at the Commonwealth Bank of Australia
John Davidson, Event Reports, ad:tech Sydney, March 2013
This event report details Commonwealth Bank of Australia's response to a variety of consumer and media trends in its marketing strategy.
This event report details Commonwealth Bank of Australia's response to a variety of consumer and media trends in its marketing strategy. The financial services brand has embarked on a variety of digital initiatives recently, including a Facebook banking service, an upgraded blog, a mobile banking and payment app and an online "data hub" tracking consumer spending habits. Also discussed in the report is the bank's latest ad campaign and its response to the gamification trend.
Britain Thinks: What does the financial crisis mean for the reputation of banks?
Deborah Mattinson, Market Leader, Quarter 2, 2013, pp. 19-19
In the wake of negative opinion polling on the reputation of UK banks in general, one brand asked Britain Thinks to set up qualitative discussion groups, and uncovered several ways in which their service and communications could improve.
In the wake of negative opinion polling on the reputation of UK banks in general, one brand asked Britain Thinks to set up qualitative discussion groups, and uncovered several ways in which their service and communications could improve. A key finding from the research was that many customers struggled to differentiate between their own high street bank and any of the others. The project also indicated that consumers who self-identify as being 'terrible at managing my finances' are more likely to feel that they don't know who to trust and are less likely to switch financial brands.
Succeeding in low-growth markets
Andrew Curry and J Walker Smith, The Futures Company Trends, Future Perspectives, February 2013
Four years on from the global financial crisis, economists are suggesting that rich economies may have to learn how to live in a world of low growth.
Four years on from the global financial crisis, economists are suggesting that rich economies may have to learn how to live in a world of low growth. Themes, or headwinds, of low-growth societies include an ageing population, an unequal society, a larger service sector, a debt overhang and higher energy prices. However, there are growth opportunities to be found. These can be tapped using strategies that include: looking for markets where the headwinds are weaker, such as in Poland or Italy; following the money as demographics change (e.g. older consumers are wealthier and will be looking for "bridge jobs" that will ease them into retirement); reducing energy costs; rescaling innovation; and reducing costs by providing more personalised services.
More guilt attached to spending
Josie Farnsworth, Global TGI, Dispatches 11, January 2013
The middle-class is feeling increasingly guilty about spending on non-essentials, a shift most marked in Western nations, where TGI notes the emergence of a bargain-hunter mentality in the UK and US.
The middle-class is feeling increasingly guilty about spending on non-essentials, a shift most marked in Western nations, where TGI notes the emergence of a bargain-hunter mentality in the UK and US. In successful emerging markets the picture is different, with middle-class Indian and South African consumers significantly more likely to spend without thinking and those in Brazil and Egypt more likely to pay extra for quality. And while all markets have seen a decline in brand loyalty, the most loyal consumers are to be found among the middle-class in Brazil and China. Potential opportunities exist in developed markets for a positioning that removes the idea of treating, and its association with guilt, in favour of more positive emotions. Although developing markets are more open to price premiums, consumers are fickle in many countries and a premium positioning will require constant evolution.
Consumer confidence: Concerns and spending intentions around the world Q4 2012
Nielsen, Q4 2012
Global consumer confidence indexed at 91 in Q4 2012, a one-point decline from Q3 2012, but an increase of two points from Q4 2011.
Global consumer confidence indexed at 91 in Q4 2012, a one-point decline from Q3 2012, but an increase of two points from Q4 2011. Across the world regions, North Americans showed signs of economic improvement while declining confidence in Europe spread from troubled to core countries. The developing markets of Asia-Pacific outperformed developed ones and Latin Americans were confident for the year ahead. However, confidence declined among Middle Easterners/Africans. This report also looks at people's attitudes to job prospects and security, personal finances and discretionary spending habits and recession fears. Further detail about individual countries is included.
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