Product Development for Leading Global Consumer Brand.
Respected leading British brand seeks to explore market for student loans.
Conduct qualitative research with parents and students planning to enter or currently attending college and/or graduate school
‘Test’ three product concepts with all three segments
Confirm hypotheses via qualitative research using national sample, on-line survey
Develop comprehensive profile of most attractive loan prospects
Based on research findings, isolate most relevant concepts and prepare visual boards for additional qualitative exposure.
Students find education loans process too complicated and confusing
Opportunity exists for products that are simple and transparent
New ‘product concepts’ were well-received, successfully addressing shortcomings of current market products
Product concepts in pilot test
Early feedback very positive