The challenge
Olive Insight’s client (a provider of fraud prevention systems to major financial institutions) wanted to explore current security trends amongst its target market of major global banks, to identify patterns in the way fraud develops and moves across the globe, and how banks respond. The audience (senior retail fraud experts in the area of ATM, POS and online banking) was difficult to research as it is limited in number and extremely sensitive about providing information to third parties. The research objectives necessitated an open-ended and exploratory qualitative interview, potentially making respondents even more cautious about security concerns.

Our approach
A total of 50 qualitative interviews were completed (each taking between 30 and 45 minutes) across six western European, five central European, and three MEAF countries. 15 were recruited by RSM to be completed face-to-face and 35 were completed by telephone. RSM’s highly experienced interviewers, supported by a carefully prepared selection of communications materials, were able to gain the trust of respondents. In addition, a charitable donation on behalf of each respondent was offered and a summary report of findings.

Real results
The study provided Olive Insight with a depth of rich, detailed information that helped its client to gain insight into the challenges facing banks across Europe, the Middle East and Africa, and the current steps being taken to combat fraud. The information was used to inform the client’s strategic direction and also to provide material for marketing communications successfully positioning the client as a thought leader in the area of global banking security.