Listening to consumer input today to build the payment systems of tomorrow
By combining the client’s advanced technological prototypes with our project team’s creativity, we turned a focus group facility into a “convenience store,” complete with product displays and a cashier who rang up “customers” (respondents) using different futuristic payment solutions. Respondents got the experience of “shopping” with each potential payment solution, and then discussed benefits, drawbacks, and concerns with each approach in individual in-depth interviews with a moderator.
This interactive and innovative approach inspired the client to:
- Refine top payment concepts for further testing in a real-world environment, rapidly iterating and adapting new concepts
- Eliminate solutions that consumers did not understand, did not find valuable, or found too invasive
- Discover important concepts to address in marketing and communications to help consumers understand the solution
