Not Just Segments, but Deeply Personified Segments

Business Problem

A modern bank wanted to bring its newly developed segments to life, and give them a personal touch beyond data gathered in the quantitative research. The team needed stories and other examples to explain what made segments feel and act the way they do.

TRC’s Solution

3-day online bulletin boards

The boards included 10-15 participants from each segment. Activities ranged from image selection to describe attitudes towards certain scenarios, and asking respondents to share their personal mantras. Segments were kept in separate discussions.

In-depth interviews

Following the boards, 5 of the most active participants from each segment were asked to participate in in-depth interviews. This allowed further probing and greater detail around answers provided in the boards.

Successful Results Implementation

The enriched personas were used to feed the development of a positioning strategy.