Case Study: a financial services client uncovers checkout messaging opportunities with PSB Insights

Financial Services Client reveals loyalty points drive 1 in 5 shoppers with PSB Insights

A financial services client needed to understand how brand placement and messaging influence customer payment choices during online checkout without making shoppers aware of the research, which traditional methods could not achieve. PSB Insights was engaged to solve this challenge using its mixed-methodology approach.

PSB Insights built a hyper-realistic simulated e-commerce storefront that disguised the research as a user experience test. Within this environment, they used an integrated discrete choice model and follow-up conversational surveys to capture both shopper behavior and motivations. This approach revealed that a key motivation for credit card use was earning loyalty points, not just habit. As a result, PSB Insights provided the client with a data-backed strategy to highlight benefit earnings in their messaging and a predictive market simulator to assess future competitive scenarios.