Customer Insights Programme: Market Research Tender

This programme is split into three sections (lots).

Lot 1: Customer segmentation: Developing understanding of customers in the bottom four income deciles with the outcome of a clearly defined segmentation model. This will help providers better understand low-income customers and those excluded from financial services. This segmentation must focus on customers and their broad range of financial needs including credit usage, savings, banking and insurance.

Lot 2: Marketing, brand and purchase decision pathways: we want a deep understanding of how these customers interact with financial services providers when making purchase decisions. This must include the channels used to research and access financial services, brand strength and sentiment, how customers respond to marketing activity and practical recommendations of how providers can effectively reach these customers.

Lot 3 (to be confirmed): Ethnographic research and persona development to improve understanding of customer segments and embed learnings.