/ Financial behaviour of Gen-Z/ Define
The ‘Define’ phase translates raw data into actionable insights by identifying patterns, themes, and opportunity areas from Gen-Z’s financial behaviours and preferences. Through synthesis techniques like affinity mapping, pruning, and validation, we distilled qualitative findings into clear problem statements and personas, ensuring our solutions address real user needs and are scalable for broader impact.
Research Synthesis
Following data collection, a structured synthesis process was conducted to extract patterns, themes, and actionable insights from the interviews and activities.
Affinity Mapping
- Raw data was organized into clusters, identifying recurring behavioural themes such as trust in financial institutions, digital adoption, savings habits, and credit preferences.
- Contrasts between Pro Users and Non-Pro Users were highlighted to pinpoint edge cases and mainstream behaviour.
Pruning & Refinement
- Data was filtered for significance, ensuring that insights reflect clear behavioural trends rather than isolated incidents.
- Outlier cases were assessed for their relevance in signaling emerging financial behaviours or systemic gaps.
Interpretation & Insight Formation
- Findings were used to identify opportunity areas for financial product design and policy interventions.
- Key takeaways were framed within actionable problem statements, informing the next stage of concept validation and prototyping.