client has offered loans to it’s customer database and found that potential
customers dropped out at various stages of the journey. •They
wanted to find out why, and what should be changed in the product or journey to
improve the take up.
research needed explore reasons and motivations behind different behaviour
We carried out 250 telephone interviews with quotas for the different ‘routes’ a customer took, weighting back to the true customer mix. The survey was semi-structured, including scores and open ‘why’ questions.