adapting to changing consumer financial needs

A large financial services organization used longitudinal consumer research to understand evolving financial concerns and adapt its offerings to changing customer needs.

the challenge

As the COVID-19 pandemic created widespread economic uncertainty, our client faced rapidly changing consumer financial concerns and needs. The challenge was staying ahead of these shifts to ensure its financial services remained relevant during a period of heightened financial vulnerability.

our approach

Conducted quarterly quantitative studies over nearly two years, collecting 14,000 completed surveys in total.

Tracked where consumers felt most financially vulnerable, perceptions of protection options, interest in financial protection benefits, spending trade-offs, and actions taken to manage expenses.

the impact

The longitudinal research revealed how financial concerns and consumer sentiment shifted over time, helping the client identify emerging needs and recognize when conditions were improving or worsening.

The client used these insights to adapt and promote financial services that aligned with changing consumer priorities, remaining responsive during a period of heightened financial uncertainty.

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