MasterCard: Understanding the needs of the financially underserved across Europe
Oliver Sweet, Ella Fryer-Smith, Mark Burgess and Jason FieldIpsos MORI and MasterCard
Summary
This research was designed to be authoritative by creating new insights into an unknown group of customers. The findings were used amongst policymakers in the European Commission, Business Leaders within MasterCard, and their customers
The target audience – those with no bank account or limited financial access – is a group typically hidden from society, so participation in ethnographic and quantitative research needed innovative engagement strategies.
The insight clearly highlighted that prepaid cards were the most...