Payments & Credit
Tracking customer trends and providing insights into key market segments
Canadians are changing the way they manage their spending.
They are increasing use of mobile payment tools and other financial technology. The COVID-19 pandemic, which has accelerated a range of digital commerce trends, has caused many consumers to reconsider their financial habits and try out new practices. Environics works with clients who offer payment solutions, credit, loans and mortgages – helping them gain business advantage by understanding consumer trends and motivations, and gaining insight into key market segments.
Understanding Consumer Mindsets and Motivations
Canadians have a reputation for being risk-averse, cautious adopters. This is especially true when it comes to financial products and services. But Canadians are diverse in their thinking and behaviour – with some who are early adopters and some who are more reluctant to change their habits. Drawing on our proprietary Social Values-based segmentation, we help clients understand the human motivations that set the context for consumer choices. We help you target new offerings to your most promising segments, and craft brand positioning strategies with an awareness of consumers’ highest priorities and deepest motivations.
Mapping Customer Journeys
Many aspects of financial life have changed in the last two decades – from how people monitor their investments, to how they research mortgages. We work with lenders to map the entire customer journey – surfacing the goals, challenges, emotions and pain points consumers experience at every stage of the process, whether they’re taking on a new credit card or seeking a mortgage. Next, we help to inform contextually appropriate messaging – and identify channels for delivering it – so you can win market share, deepen relationships and build loyalty.
Crafting Communications That Resonate
The best communications cut through the noise by speaking directly to the things your customers care most about. We use Social Values insights to help you link your brand and offerings to the concepts and priorities that matter to your customers – from security, to status, to legacy. By combining our Social Values-based analysis with competitive audits, product concept testing, creative workshops and other practices, we help to shape marketing and communications programs that connect with priority audiences, and set your products, services and brand apart.
