Barclays: From crisis to confidence – how Barclays made money work for customers

Barclays, a bank, commissioned Firefish to conduct extensive research and launch the 'Make Money Work for You' platform in the UK to empower customers to improve their relationship with money.

Summary

From Land's End to Lossiemouth, people quickly felt the squeeze of the Cost of Living Crisis. It also threatened to knock Barclays' brand promise askew: helping people feel better about money.

The insight gap was significant: with 20 million customers and a breadth of stakeholders, Barclays needed nuance on what to offer, what role to play and how to communicate. So, they commissioned extensive research with Firefish to explore and give strategic clarity. A phased approach (digital qualitative, depths and online groups) gave depth, flex, and rare authenticity by hearing from customers 'in their living rooms.' A collaborative partnership...

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