Photo by rupixen.com on Unsplash
Unpacking American’s private attitudes about debt & credit to help The Martin Agency craft creative that’s “money”
Situation
Experian and The Martin Agency invited our team to help them better understand key emotional and attitudinal drivers that lead consumers to check their credit score. Armed with these insights, they then requested that our team help determine the strengths and shortcomings of several creative communication territories and which showed the greatest promise generating consideration for Experian’s FreeCreditReport.com product.
Opportunity
Help Martin’s strategists and creatives find the delicate heartstrings to play in the private taboo dance of consumers, personal credit and debt.
Solution
LISTEN & LEARN
Our team designed a qualitative and quantitative hybrid approach focused on financial decision-makers for credit challenged, American families (approx 13% of Americans).
Anonymous Qualitative Sharing Sessions via Hot Potato ®
50 participants (Chicago, Dallas, Los Angeles, New York/New Jersey
Quantitative Validation
600 respondents from across the USA
Topics investigated included—
Sentiments and behaviors regarding money & credit
Private “pain points”, hopes/dreams and unmet needs
Attitudes and barriers regarding managing credit
Communication Concept Exposure
Strengths, Shortcomings and Impact
THINK
Armed with insights from the Hot Potato ® sessions, our team crafted a topline summary of key findings and a summary creative strategy/brief for Martin’s account planners designed to help focus and inspire its creative teams.
After exposing the rough, creative concepts to target consumers, we then presented a full report to the Experian + Martin Agency team that brought to life the consumer mindset and context, highlighted which creative communication areas held the greatest promise and outlined key considerations for ongoing sales and marketing endeavors.
Timing 7 weeks
