February 12-13, 2019

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How Google Used Behavioural Recruitment to Understand Modern Banking Customers

Room 4 | 4:15-4:45 | Tuesday, February 12, 2019

Google wanted to research the emotional context to banking to better understand how digital innovation can add value to customer relationships. The purpose was to inspire Google’s business proposition for the banking sector.

Google set us the challenge of finding not just early adopters of innovation in banking (i.e. those who use mobile payments, expenditure tracking, AI and personalization) but also the mainstream. It was essential to find people close to the point of switching bank accounts. Given how dormant the category is, this required a careful screening process.

Behavioural Recruitment allowed us to target participants based on demonstrated online behaviors. We knew they were early adopters, interested in old banks but also new challengers, had searched for new products (e.g. Monzo) and used new systems (e.g. Apple Pay).

We then spoke to them via online qualitative research. This meant we got close to their real lives and everyday interactions with banks. Through mobile video and “in-context” feedback, we had a window into the critical moments across the customer journey. We generated 100,000 words from 21 people across five days.

The project included selfie videos from participants and a series of insights that were designed to inspire Google’s innovation.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Mobile research
  • Business-to-business research
  • Behavioral economics
  • Customer experience
  • Global/international research
  • MROC/custom panel build
  • Industry trends – future of marketing research
  • Social media research
  • New techniques – qualitative and quantitative


  1. An understanding of Behavioural Recruitment: what happens when you apply behavioral science principles to participant recruitment?
  2. How to find fresh participants through social networks and search engines based on their online behavior.
  3. Practical examples from a study where Google wanted to better understand how digital innovation can add value to customer relationships.


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