What banks and credit unions ask us

Our syndicated research is the largest banking study of its kind, collecting insights from more than 220,000 retail and small business consumers a year, with benchmarks refreshed every six months. This extensive dataset allows institutions to benchmark their performance while understanding the dynamics of their local markets.

Consumers and small businesses voluntarily participate in secure digital surveys, sharing their unbiased opinions, experiences and perceptions in exchange for incentives. Multiple quality-control measures are built into every study to ensure the data is accurate and representative. Read the research standards.

No. We do not require any customer or member lists, and no personally identifiable information (PII) is needed. We independently identify customers, members and prospects throughout your market, allowing us to gather unbiased feedback and provide a complete view of your competitive landscape.

Our research is designed to deliver local insights that national studies often miss. In most markets, reporting is available down to the ZIP code level, helping you understand how perceptions and behaviors vary within your communities.

Our research is updated twice each year, with reporting available in Q1 and Q3. For time-sensitive initiatives, additional analysis can also be conducted using monthly interview data when needed.

Our research supports a wide range of decision makers, including marketing leaders, retail banking teams, small business banking teams, executive leadership and strategic planning. The insights help guide decisions related to growth, branding, customer experience, product strategy and market expansion—all based on market data.

Not at all. Community banks and credit unions represent the majority of our clients. Our research is designed to support institutions of all sizes, and our datasets include every financial institution with at least three branches and major digital-only options.

Yes. We analyze the behaviors, expectations and priorities of Gen Z consumers (and soon Gen Alpha), including how they choose financial institutions, what builds trust, which channels they prefer and the products and experiences they value most. These insights help institutions better connect with the next generation of customers and members.

Yes. Our reports benchmark your institution against your local peers in the markets that you serve, allowing you to compare performance across brand, reputation, customer experience and other competitive metrics. This helps you understand where you lead, where you are falling behind and where the greatest opportunities exist. Explore brand tracking & benchmarking.

Our brand tracking research measures more than awareness. Metrics may include brand awareness, consideration, trust, reputation, customer experience, loyalty, switching intent, product demand, competitive perceptions and key brand attributes. Together, these insights provide a comprehensive view of your institution’s performance within your market. Read Beyond Brand Awareness.

The Prospect Report is based on feedback from non-customers or potential customers, including both consumers and small businesses within your market. It provides insight into how your institution is perceived by people who have not yet chosen you. The Customer Report is based on responses from your institution’s existing customers or members. It helps you understand their experiences, perceptions, loyalty and opportunities to strengthen retention and relationships.

Our research identifies behaviors that often precede switching, such as declining satisfaction, trust and intent to consider another financial institution. By understanding these warning signs, your institution can take proactive steps and develop retention strategies. See the switching research.

Yes. Our Customer Report helps to uncover what drives loyalty and satisfaction (among many other drivers) while also identifying pain points. These insights allow your team to prioritize improvements that have the greatest impact on retaining customers and members.

Absolutely. Our custom research can evaluate consumer interest, unmet needs, purchase intent and preferences before a product or service is introduced. This helps reduce risk and ensures decisions are backed by real market feedback rather than assumptions.

Focus groups are ideal when you want to explore ideas in greater depth or gather real-time feedback. Focus groups help uncover why they think a particular way, making them especially valuable for testing concepts, validating strategies and exploring customer perceptions before making important decisions. See how the groups run.

Yes. We offer both in-person and virtual focus groups, allowing you to engage participants in the format that best fits your goals, timeline and geographic needs.

Focus groups are an effective way to gather qualitative feedback on a wide range of initiatives, including new product development, advertising campaigns, brand refreshes, customer experience, branch concepts, messaging and strategic planning.

Absolutely. Focus groups provide honest, real-time feedback from your target audience before a campaign goes live. This allows you to refine messaging and overall effectiveness before investing in a full-scale launch.

Yes. Whether you are evaluating an existing branch experience or gathering feedback on a proposed redesign, focus groups provide valuable insights into how customers perceive your environment, and where improvements can have the greatest impact.

We work with your timeline whenever possible. While every project is different, most focus group engagements are completed from planning through presentation of findings in as little as six weeks.

We manage the entire process—from recruiting qualified participants and securing the venue or virtual platform to participant incentives, professional moderation, analysis of findings and a comprehensive presentation of actionable recommendations. Your team receives meaningful insights, not just transcripts, so you can make informed business decisions with confidence.

Not usually because of a rate ad. About 33% of consumers are open to switching at any given time, and the trigger is most often a life event—a move, a new job, a first home—that makes an established relationship reconsidered. Read the complete research: Why Customers Switch Banks

Consumers approaching major life events, and younger consumers most of all. About 33% of consumers are open to switching at any time, rising to about 37% among Millennials. See the switching research.

Word of mouth leads: recommendations from friends and family are the most influential factor when consumers choose a new institution or product. Public reputation matters alongside it—78% of banking consumers use online reviews when choosing where to bank. Read the reviews research (PDF).

When awareness, consideration and brand perception move against your local norms—not just when clicks do. Third-party tracking shows whether the market's view of you is actually changing. Read Beyond Brand Awareness.