Best Targets for Expansion

Best Targets for Expansion

Situation

Searching for ways to expand the use of its credit card products, a financial services company required consumer information to identify new areas of opportunity, as well as gain an understanding of how to drive increased use within key target segments.                  

 

Approach

A comprehensive analysis of user behavior, including penetration and frequency across a number of user segments, allowed us to identify target groups which presented the greatest growth potential. Further layered analyses provided unique consumer profiles for each target group and an understanding of the attitudes and perceptions underlying their behaviour.

 

Outcome

The consumer insights captured in this project aided the development of new products and campaigns aimed at changing user behaviour in the key target segments. One such campaign became viral; ultimately winning industry awards and leading to an increase in overall market share.