Improved Online Experiences Fuel Cultural Resonance with Hispanic Consumers

Global FinTech Company with $7 Billion Revenue

How a world-leading fintech company is applying Collage Group’s cultural insights to drive enhancements in the online financial experience.

Challenge

Believing Hispanic consumers preferred in-person and in-language tax preparation and advice, an online tax preparation company’s Senior Marketing Manager was eager to deepen the company’s understanding of this rapidly growing consumer segment.

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Solution

As part of Collage Group’s Work to manage the complex digital experience in financial services, the Manager provided strong hypotheses to inform the project scope. The Collage Group team synthesized these insights with other member inputs to evaluate the strength of the language hypothesis and place it in the context of new consumer insights on privacy concerns and institutional trust.

As a result of identifying areas of shared value across the data and insights among membership, the Manager was able to combine these insights with other Collage resources to enhance the product experience.

TYING KEY OBJECTIVES TO INSIGHTS

Collage Group provided information and insights critical to improving the consumer journey to better link highly tactical issues specific to tax preparation with broader group traits among Hispanic consumers. 

Collage Group insights improved the online customer experience by linking tax preparation issues to Hispanic group traits.
Category-level detail asked for by the client was a useful, practical starting point for connecting with specific demographics.

OBJECTIVE

More deeply understand Hispanic preferences for in-language and in-person tax advice.

COLLAGE RESOURCES, DATA & TOOLS

Syndicated cultural intelligence research on how to manage the complex digital experience in financial services provided the foundation for member hypothesis testing that could be connected to a larger understanding of Hispanic consumers.

CONNECTING THE DOTS

Collage’s deep dive into cultural insights allows brand leaders to interpret the category-level detail into broader strategy and application of the insights.

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