Service innovation: from exploration to concrete offer

Référence 
CREDIT MUTUEL

The Challenge

Crédit Mutuel wanted to re-launch a dynamic of growth and connection with its target group of teachers. Adwise is particularly familiar with this demographic, having carried out research for Hachette Livre over a number of years.

 

Methodology

We set up an ad hoc research protocol, progressing in key stages: firstly, we carried out an exploratory study of the uses, attitudes and expectations of the bank among the target group of teachers. This stage, supplemented by an analysis using our TrendsLab observatory of societal dynamics, which is capable of identifying deep-seated, long-term trends, fed into an in-house workshop to develop our offering. We then organised 4-hour creative focus groups segmented according to the personas identified, during which Crédit Mutuel immersed itself directly in the groups in order to co-construct and understand the logics of the teachers.

 

Outputs

Starting out as an exploratory exercise, the approach has delivered concrete results, with a list of around twenty selected offerings that are currently being launched. We are proposing guidelines that can be activated, embodied and sustained.

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