How we used behavioral economics to help RBS understand the consumer buying journey

Using Behavioral Economics to understand behavior – and change it

Sector: Financial Services

Technique: Whole Conscious

Audience: Consumers

The puzzle

The Royal Bank of Scotland needed to take its understand of consumer buying decisions to another level.

The pieces

As part of an extensive buying journey project, we asked 148 consumers to keep an online diary for up to 6 months.

The picture

Our analysis revealed multiple biases across a range of financial services product categories.






diary entries

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