Development of Persona Models for Banking Customers

In this research we will identify current types of customer, taking into account people who prefer to use a variety of platforms and different preferences in terms of how actively they manage their money. . We will carry out focus groups and interpret the results of a survey in terms of their implications for a set of factors that differentiate between banking customers. Using the factor scores obtained in a survey we will segment into meaningful groups (personas). A focus group will seek to validate the persona model inferred from the data analysis of the survey, and based on the focus groups and survey we will identify a revised set of key factors that underlie banking and investment preferences. The development of an up-to-date Persona model of customers will help TD target its offerings to different customer groups and will also assist it in designing user research activities.

Faculty Supervisor:

Mark Chignell

Student:

Thanyathorn Thanapattheerakul

Partner:

Toronto-Dominion Bank

Discipline:

Engineering - mechanical

Sector:

Finance, insurance and business

University:

University of Toronto