ABN AMRO Wallet: research during product development

Target group research during product development

ABN AMRO developed a new app, the Wallet, to make contactless payments with your phone. Blauw conducted several months of customer feedback research for ABN AMRO in order to get answers directly from the target audience to questions such as:

• How do customers sign up?
• Is the app user-friendly?
• What features are missing?

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A panel + community research = a golden combination

Blauw set up a panel of more than 2,000 customers and selected 200 members from that panel for the community. The panel works via a special app. With Upinion you ask questions and immediately receive the answers. Real-time research, in other words. An online platform was built for the community.

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This way you actually do 2 examinations at once

You have A: a large target audience whose opinions about something you survey in no more than an hour. That offers a lot of numerical insights.

And B: a community where further depth is possible by asking about a particular topic. Customers can also suggest topics themselves. That way you hear what is really important to them.

For clients, it is an open, clear form of research. ABN AMRO could simply follow along with the results from the Upinion app and community during the research. Great for the client and for the research participants. For example, ABN AMRO could immediately respond in terms of content if research participants had a technical question.

Research that participates within your organization's process

At ABN AMRO, all developments (both from ABN AMRO and the study) were discussed on Wednesday, so there were two days to pick up action items and new questions could be asked every Monday.

This approach is flexible, which has another advantage

The survey is easy to adapt to unforeseen circumstances. For example, when there is a relevant news item, you can immediately adjust the survey accordingly.

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