Credit Britain

The Issue

Our client needed to study UK consumers’ use of credit products in order to develop policies aimed at alleviating excessive personal and household debt.

We carried out an advanced segmentation analysis of quantitative survey data to understand consumers’ attitudes to debt and other financial matters, and their use of different credit products.

The identification and profiling of seven consumer segments, including three vulnerable groups, together with a segment picker for focus groups. This work enabled various campaign groups who work in this area to target their policies more effectively.