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Consumer Insights. Market Innovation.


Competitive Account Options for Consumer Segments

Finance Market Reseach Case Study

Business Challenge

Large, regional bank came to us with an interest in redesigning its suite of savings account products to best match the diversified needs in their expanding customer groups.

Our Approach

TRC employed a Discrete Choice Conjoint to closely gauge the product features that were most appealing and useful to different bank customers, and identified the "best" products for each of several key customer segments. The use of simulation software then helped our client confidently forecast the relative success of each new product, as well as the entire line-up of products.

Successful Results Implementation

When the research concluded, our client could better map their product bundles to the appropriate customer segments, and now had a clear understanding from which to execute. Because of this, they could now build a suite of savings products that would retail more appropriately and help them stay competitive.

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