The Puzzle
As part of Lloyds Bank’s M-Word initiative, we were commissioned to explore the money conversations customers were and weren’t having with their loved-ones. The research sought to understand why and why not these conversations were happening, what encouraged and discouraged them, and what effect having and not having them had on people’s emotional state
As part of the research, we explored a range of potential topics of conversation, to understand how Lloyds Bank could encourage customers to talk about them and support them when having them
The Pieces
A series of single-sex groups discussions with Lloyds Bank customers from the key Fresco target segments in London and Manchester
Plus, an accompanying online diary exercise with customers to provide unprompted views on the issues
The Picture
A range of valuable insights emerged:
- A clear understanding of the emotional and practical benefits
of talking about money issues within families - A picture of easier vs. more challenging issues to talk about, including those which are easier to encourage and those that are not
- A guide to the key money issues that need to be talked about within each segment, with a clear role for Lloyds Bank to encourage and support these conversations
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