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Understanding students’ banking needs for ING

ING, a global financial institution of Dutch origin, has the ambition to become thé bank for students and wants to have full understanding of the life of students and their banking needs.

What did we do?

In the ING Student House Consumer Consulting Board (also known as online research community) we gained insights into the daily life of 150 students by discussing the following themes during 3 months: income, expenditure, financial administration, banking and insurance, with an emphasis on what ING can offer to student clients. Marketing ideas were evaluated and co-created with the students.

ING Studentenhuis

The results

This research community provided ING with a rich and detailed view of the life of students nowadays. In a final workshop with the ING students’ marketing team, more than 100 (smaller and bigger) ideas were generated to better match ING to the needs and wishes of their student clients.

How did the client experience it?

“InSites Consulting has contributed to a successful pilot by supporting us with their expertise in the matter. Amongst other things they created a lovely and target group-oriented community, helped us with the recruitment and kindled the enthusiasm of 150 student community members, ensured the community moderation for 10 consecutive weeks, reported a mountain of input and helped us one step forward in two internal workshops.”
Barbera van der Wal, Senior Research Manager at ING Retail