Helping An Post Find Out What Matters to Parents when it comes to money and kids [Insights Case Study]
We ran a tailored insights project for An Post Money Mate to get them feedback from parents around the relationship they have with their child and money management.
“This ParentsandBrands insights project generated really useful learnings for us on our product offering and marketing strategy, as we work to connect with busy and time-poor parents.”
Michael Hall, Retail Marketing Lead, An Post
An Post wanted to get some consumer feedback from parents on their attitudes towards An Post’s new product Money Mate. In particular, to get feedback on the video-based marketing campaign that had been created to launch the product as well as to understand how parents currently engage with their child on money management.
The client needed to find out what parents thought, and to drill into consumer opinion on various aspects of money and kids.
What We Did
We ran a 2 day panel of 20 parents around Ireland with children aged 7-14.
We asked them to answer questions, share their opinions and give detailed commentary around managing their child’s money, pain points and more.
At the end of the project we delivered actionable insights and recommendations along with anonymised verbatim data that An Post could use for further analysis.
What Parents Said
“I think it’s crucial kids learn how to manage money from a young age. I wish interest rates on deposit accounts was higher so they learn the power of compound interest. I will let them have their own accounts with a card once they reach 12. I also think they’d be less inclined to spend as much if it was being credited electronically and they didn’t have such easy access to cash!”
“I firmly believe kids need to know the value of money. Teach them young and they will always appreciate money and its value.”
“I definitely will be signing me and my daughter up soon, it’s a brilliant way to teach children how to budget and save.”
As with all our insights projects, this tailored group of parents were happy and willing to give feedback and their opinion. As well as feedback on the service and communications, the project also delivered key learnings about:
- What matters to parents when they are teaching their child about money
- What key messages will resonate for marketing
- Insight into parents’ views on financial products such as Money Mate
- What this key group of consumers want