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

Using Behavioural Economics to understand behaviour – 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.

6

months

148

consumers

7,104

diary entries

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