We all know that personal finances can be a particularly sensitive subject, especially for more financially vulnerable people. The FSA/HMT provides a national service called Moneymadeclear supplying UK citizens with a source of advice and information on personal finance matters. They wanted to understand how an advertising campaign could be positioned so that it engages the widest variety of people, including the most financially vulnerable.
Working with the COI, FSA and other key stakeholders EdComs Research and Consultancy developed a set of propositions and associated messages to test through qualitative research. Using our expertise in recruiting harder-to-reach audiences we engaged financially vulnerable individuals in 22 group discussions across England and Scotland. A range of projective techniques were used to help deliver valuable insight into the barriers people experience in accessing financial support, areas in which people require support, and the proposition platform which best engages people. This is now being used to inform communications for a variety of initiatives delivered by the new Consumer Financial Education Body.
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