BANK OF AMERICA
Qualitative Research and Consumer Insights
Through an Account Management course at the University of Missouri Journalism School I had the opportunity to work hands-on with a real client, Bank of America. I worked with a team of seven other individuals to conduct secondary and primary research, create a target profile, uncover key consumer insights and provide barriers and opportunities for Bank of America.
The ask: How can Bank of America revolutionize its financial centers to give customers a valuable omni-channel banking experience?
Our specific task: Uncover how customers aged 18- to 34-years-old view their relationship with banking/investing and how Bank of America can use these insights to better appeal to their customer base. Then, create an overall brand strategy for how Bank of America can effectively accomplish this.
The result: Our target audience, Purpose-Driven Providers, are not very knowledgeable when it comes to all things banking and are looking for easy, better ways to educate themselves. We suggested Bank of America create a fun educational podcast series to do just that.
We compiled all of our findings, insights and recommendations into a professional plan book for our client, that I helped write and edit, which you can view here.
Below you can find our overall brand strategy that Bank of America should position themselves as a bank that provides personal, accessible and fulfilling financial education.
Click below to view a POV business email written to our client explaining our business proposal of creating a podcast series with key research findings as support.
Our remote client presentation via Zoom.
Due to the changing climate of COVID-19, my team had to work together remotely through most of our project. This presented its own challenges, but overall provided us with valuable experiences in adaptability and effective teamwork.