Background
A major Bancassur with a national high street presence wished to develop an approach and a portfolio of products to present as a coherent package to a specific audience. Research was required in order to develop the ideal approach - both in terms of channels and terminology.
Objectives
The research aimed to provide an insight and understanding of customers’ perceptions, motivations and attitudes, and the implications for the Bancassur.
Approach
Key components in the process of planning for retirement were identified and a two stage research programme was designed to map out a) customers’ requirements and b) to determine customer reactions to propositions developed by the Bancassur in response to Stage 1 findings. A series of creative workshops was held amongst non-customers and a series of individual indepth interviews was held with the customers.
Outcome
The way in which perceptions, motivations and attitudes towards pensions providers and retirement planning shifted as customers aged was mapped out. We then made a series of recommendations for the development, packaging, presentation and communication of the retirement planning package.
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Case Studies