Illustrative engagement. A representative scenario showing how we approach this kind of work in financial services. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping financial services
Banks, NBFCs, fintechs and wealth firms compete on trust, convenience and fair pricing, while reaching new customers in smaller towns and online.
- Digital channels now lead customer acquisition
- Financial inclusion opens new segments
- Trust and complaint handling drive loyalty
Client background
A financial education platform, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A financial education platform
- Sector
- Financial services
- Team engaged
- Market Research
- Services
- Qualitative research, Online surveys
Client challenge
The platform's articles were accurate but few readers acted on them.
Research objectives
- Deliver on the brief: testing financial literacy content with young earners.
- Understand the views, needs and behaviour of young earners.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 5 weeks.
Target audience
The work focused on 1,000 young earners.
- young earners1,000
Audiences we typically reach in financial services
Retail customersSmall business ownersNew-to-credit customersBranch and agent staffWealth clients
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Content testing
- 3Group discussions
- 4Insight
We tested content formats with young earners for understanding and intent to act.
Qualitative researchOnline surveys
Sampling strategy
- young earners
- 1,000
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- groups
- 8
- The online survey was mobile-friendly and offered in respondents' languages.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Short videos with simple next steps drove more action than long articles.
Advice works when the next step is obvious.
Recommendations
- Build on the core insight: advice works when the next step is obvious.
- Focus effort where the evidence was strongest: short videos with simple next steps drove more action than long articles.
- Re-measure after the changes to confirm the effect.
Business impact
- The platform switched to step-by-step formats.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what blocks financial inclusion?