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.
View Full Project DescriptionMark Chignell
Toronto-Dominion Bank
Engineering
Finance and Insurance
University of Toronto
Accelerate