Case Study: Mobile payments online qual

Business Aims

Rather than measure the potential uptake of mobile payments, Marketing Sciences wanted to understand consumer perceptions & expectations to this new digital payment method, identify how it would fit into the payment portfolio, highlight key use cases & uncover hopes & fears for service delivery.

Marketing Sciences Solution

A 3-stage process involving face-to-face depth interviews, a 3-day online bulletin board session and a short online quantitative survey. The online qualitative session involved 15 UK smartphone owners who were invited to participate in a 3-day online session involving 10 different tasks covering diary exercises, bulletin board posts and group discussions.

Client Impact

Whilst consumers are resigned to the inevitability of change they are nervous about taking the first steps and need to see a clear plan for a quick, simple, universally accepted system offered by a single trusted brand that offers them all the benefits and safeguards required.