01
Client context
The bank was trusted by older customers but saw declining account openings among people in their twenties and early thirties.
02
Business challenge
Marketing investment had not shifted perceptions, and the team lacked a clear view of what younger customers valued.
03
Research objective & questions
Measure brand health among younger customers and identify the attributes and messages that drive consideration.
- How does the bank's funnel compare with digital-first competitors?
- Which attributes drive choice for younger customers?
- Where does the brand lose them?
- Which messages and experiences would change perceptions?
04
Methodology & approach
- Online community
- A week-long discussion with younger banking customers.
- Brand health survey
- Funnel and image measurement versus competitors.
- Driver analysis
- Attribute importance versus performance.
- Message testing
- Evaluation of alternative positioning messages.
05
Sample & geography
- ~40 community participants
- ~1,200 survey respondents
- Geography — India (metro cities)
06
Key findings
- The bank scored highly on trust but low on simplicity and relevance.
- App experience was the main reason for rejection at consideration stage.
- Younger customers responded to messages about control and transparency.
- Peer recommendations drove consideration more than advertising.
07
Business implications
- Combine trust messaging with visible improvements in digital experience.
- Position around control and transparency for younger customers.
- Launch referral incentives aligned with peer influence.
08
Outcome
The bank gained a brand health baseline for younger segments, a driver map and a repositioning direction.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.