Nationwide

Uncovering a true meeting of hearts and minds

BUILDING SOCIETY – TOGETHER.

Britain is becoming more and more diverse. Yet somehow a one-size-fits-all approach is still a firm favourite amongst mainstream brands. We believe this age-old notion needs revisiting. Our friends at Nationwide think so too. They’re on a mission to reach and embrace the full diversity of British society. And one of the groups they were keen to start exploring was a group we like to call Gen M – young, British Muslims.

 

When Nationwide asked us to help them get under the skin of this group, we knew just how to tackle the challenge at hand. We conducted a lifelogging study with Gen M’ers across London, Manchester and Leicester, getting them to use their phones to complete tasks over 2 weeks. This fresh take on mobile ethnography, unraveled unprecedented and unfiltered insight into how their values and faith influence their lives and the brands they use. To wrap it up, we ran co-creation sessions and focus groups to capitalise on the insights uncovered and looked at how they could influence brand and proposition development.

 

BANKING ON DIVERSITY

 

So, what did Nationwide discover? To start, the nuances within the Gen M group. But more notably, a true meeting of hearts and minds between their own brand values and those of Gen M – core to both, the desire to be a force for good in society. The impact of these insights has been profound, compelling Nationwide to use a more diverse lens in every aspect of their business.

 

Want to find out more?

 

Take a look at other examples of our work to learn more about how we help the world’s most ambitious brands accelerate critical decision-making and develop future-ready products, services and strategies faster. If you’re interested in working with Decidedly, get in touch with us now.

“I rarely recommend agencies however, I have on several occasions, endorsed Decidedly. I have worked with the Decidedly team for years and have thrown some real challenges at them – mainly to hike research to another level, to give us research that is exciting, innovative and intuitive. So far, I have yet to toss a challenge that they can’t meet. From my personal perspective, the team are great to work with as they have a real understanding of what we need – which makes pressing on with the research so much easier.”

 

Drew Drewery, Customer Experience Research, Nationwide

BUILDING SOCIETY – TOGETHER.

Britain is becoming more and more diverse. Yet somehow a one-size-fits-all approach is still a firm favourite amongst mainstream brands. We believe this age-old notion needs revisiting. Our friends at Nationwide think so too. They’re on a mission to reach and embrace the full diversity of British society. And one of the groups they were keen to start exploring was a group we like to call Gen M – young, British Muslims.

 

When Nationwide asked us to help them get under the skin of this group, we knew just how to tackle the challenge at hand. We conducted a lifelogging study with Gen M’ers across London, Manchester and Leicester, getting them to use their phones to complete tasks over 2 weeks. This fresh take on mobile ethnography, unraveled unprecedented and unfiltered insight into how their values and faith influence their lives and the brands they use. To wrap it up, we ran co-creation sessions and focus groups to capitalise on the insights uncovered and looked at how they could influence brand and proposition development.

 

BANKING ON DIVERSITY

 

So, what did Nationwide discover? To start, the nuances within the Gen M group. But more notably, a true meeting of hearts and minds between their own brand values and those of Gen M – core to both, the desire to be a force for good in society. The impact of these insights has been profound, compelling Nationwide to use a more diverse lens in every aspect of their business.

 

Want to find out more?

 

Take a look at other examples of our work to learn more about how we help the world’s most ambitious brands accelerate critical decision-making and develop future-ready products, services and strategies faster. If you’re interested in working with Decidedly, get in touch with us now.

“I rarely recommend agencies however, I have on several occasions, endorsed Decidedly. I have worked with the Decidedly team for years and have thrown some real challenges at them – mainly to hike research to another level, to give us research that is exciting, innovative and intuitive. So far, I have yet to toss a challenge that they can’t meet. From my personal perspective, the team are great to work with as they have a real understanding of what we need – which makes pressing on with the research so much easier.”

 

Drew Drewery, Customer Experience Research, Nationwide