THE BUSINESS CONTEXT
Tesco Bank wanted to understand the customer loan journey in order to optimise future media planning. A multi-stage research strategy was employed, combining traditional qualitative interviews (telephone and face to face) with passive measurement capabilities from our Reflected Life panel to track the online journey. Through this combination of methodologies, we were able to observe exactly what customers do during the loan journey and understand why.
Through passive measurement, we were able to see which websites, apps and search terms were used by consumers to identify the right products and the order of the activities involved in the decision making process. We were then able to overlay what we discovered from our qualitative interviews (both before and after the journey) to achieve a full understanding of consumer behaviour.
Based on our research, Tesco Bank is now able to position themselves correctly within the digital world to ensure media investment has maximum impact and success.