If you’re only using traditional methods—interviews and focus groups—to discover how your customers are engaging with your institution, you’ll only be getting a one-dimensional view. What about emotional information associated with how people manage their finances? What really happens when customers are in a decision-making situation especially when it comes to obtaining financial stability?
Uncovering digital user habits and the ways they “get,” “protect/store,” “invest” and “spend” money requires more than the usual in-depth interview or round table focus group. Building on her experience conducting discovery research and design thinking sessions for banking and financial companies, Mona Patel will introduce innovative qualitative research activities and then give participants a chance to immerse themselves in these activities. They will see what can happen when techniques such as brainstorming, collaging, bodystorming, role playing and more are re-imagined for friendship groups and design thinking sessions.
This session will teach participants a new methodology for qualitative research, designed especially for digital users, and give them hands-on practice uncovering the demands, needs and desires of digital customers that can be used to inform innovative, digital products across banking and financial verticals.
An additional fee of $145 is applicable in order to attend. Must be a paid registered attendee to qualify.