Success Story
LEADING NATIONAL BANK USES MARKET COMPETITIVE INTELLIGENCE TO BUILD ONLINE BANKING FEATURES
Problem:
A leading national financial institution needed to build out their user permissions section of their online banking platform and better understand how businesses view user permissions capabilities.
Solution:
Barlow Research proposed a three-phase plan that involved mystery shopping, primary research and panel concept testing to gain competitive intelligence and understand the voice of the customer. Phases included were:
Gaining competitive intelligence on how user permissions worked and how competitors deploy these features through their online banking sites
Primary research study conducted in order to ascertain the usage and attitudes and opinions regarding online user permissions
The bank's user permissions concept was tested among a panel of businesses to gain understanding of preferences and usability
Results:
The bank gained the competitive intelligence they needed to build out their own online banking offering. They also used the primary research and concept testing to drive their strategy regarding user permissions.
"The multiphase approach to this research allowed the bank to learn something new at each stage. By using those results to drive the next stage of research, the bank was able to better understand the competitive landscape, how businesses use these features and evaluate the feedback to their offering concept. This research determined what is important to the user and what they prefer when using this functionality."