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 fintech payments company, 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 fintech payments company
- Sector
- Financial services
- Team engaged
- Market Research
- Services
- Quantitative research, Online surveys, Data analytics & dashboards
Client challenge
The company was investing heavily in advertising but lacked a consistent measure of brand strength.
Research objectives
- Deliver on the brief: a brand health tracker for a payments app.
- Understand the views, needs and behaviour of users.
- Produce results that can be compared across groups and locations.
- Set up a repeatable measure the client can track over time.
Target audience
The work focused on 3,000 users.
- users3,000
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 structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Quarterly brand tracking
- 3Insight
We set up a quarterly tracker of awareness, consideration, trust and usage against competitors, with a dashboard.
Quantitative researchOnline surveysData analytics & dashboards
Sampling strategy
- users
- 3,000
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
Data collection
- The online survey was mobile-friendly and offered in respondents' languages.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- 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
- Interactive dashboard for ongoing tracking
Key findings
- The tracker showed trust lagged awareness among older users.
Awareness without trust does not convert in finance.
Recommendations
- Build on the core insight: awareness without trust does not convert in finance.
- Focus effort where the evidence was strongest: the tracker showed trust lagged awareness among older users.
- Re-measure after the changes to confirm the effect.
Business impact
- The company launched security-focused messaging for that group.
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
- Interactive dashboard
- Continue the routine and review results every period.
- A natural follow-on question: will this product appeal?