A structured research approach included gathering quantitative and qualitative findings that would drive focused insights and provide a clear next-step plan.
Evaluation of previous research, competitor activity, Noddle conversion performance and social sentiment analysis provided a crucial baseline and helped to ensure focused research activity.
Online surveys, which included logic-based routing, targeted a broad age/gender/customer status mix. Key findings from the surveys formed the basis of detailed tele-depth interviews with respondents to get to the nub of particular feedback.
Insights were gathered and assessed ahead of conducting 40 one to one user lab interviews across three UK cities. The labs allowed the twentysix user insights team to directly explore attitudes and perceptions of Noddle and the market’s TV campaigning. Participants undertook specific tasks on the Noddle website whilst being monitored by eye/cursor tracking software. Participants also responded to interview questions whilst completing the activities to better understand and explore customer understanding, motivators and blockers.
As a result of the research outcomes, Callcredit implemented a number of initiatives, including a new promotion for cards and loans on the dashboard, that have helped drive a 20% improvement in overall performance.