Behaviour research to understand parenting considerations

Client Name: Singapore’s leading digital Bank

Sector: Banking and Finance

Type of Project: Customer / User Insights Research

We partnered with the World’s Best Bank to identify opportunities for them to become a partner to parents of Primary School children on their parenting journey.

Project Objective

This project aimed to find out the underlying needs of parents with primary school children with regards to education, activities, financial, resourcing, and to identify opportunities for the bank to fulfil these needs.

4 workshop sessions with parents to map out their emotional journey for the growth of their child.

Our Approach

This project consists of three stages - from research, co-designing, to final delivery of the capability programme. Stage 1 involves in-depth research (needs assessments, data analysis) to understand the parents’ needs and motivations. Stage 2 utilises agile co-design with the client’s team for tailored solutions and rapid program refinement. Finally, we deliver a comprehensive research report with recommendations and an actionable implementation roadmap, ensuring successful execution and lasting impact.

Mapping of Personas to uncover their insights, pain points and wishlist.

Key Deliverables

Complete project proceedings and outcomes were put together in the form of a printed and comprehensive report that has been circulated among top management at the World’s Best Bank. The research is also a knowledge base for the client to tap into as they build a platform to serve the parent community. Here are some highlights:

Parent Personas and Journey Map - used to observe and track changing behaviours of parents of each persona type.
Insights and Opportunities - uncovered in each of the 4 areas of research - parenting, education, activities and finance.
Tested Ideas and Strategic Recommendations - developed a 7-step strategic roadmap, advising the client on how they are able to better engage parents from as early as a young working adult, towards parenthood, and child’s growth.

This artefact is put together in the form of a printed report.