To inform the naming and marketing of a new digital platform, a US financial institution wanted to evaluate consumers’ knowledge of and experiences with subprime loans as part of the auto purchasing process.
Conceptualizing a Digital Platform with Consumer Input
We conducted an asynchronous online discussion board among 19 recent or near-future auto purchasers with credit scores of 650 or lower.
The research highlighted key emotions, themes, and visualizations for the bank to consider when naming, describing, and positioning its new platform.
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