Marketing Advisory Services was engaged to assist Bank of Valletta p.l.c. (BOV) in the qualitative research study targeting a sample of millennials living in Malta. The general aim of this study was to gather information and feedback from these participants, with respect to specific dimensions of their lifestyles, values, and aspirations. Marketing Advisory Services coordinated and executed the organisation and facilitation of the focus group sessions, as well as the documentation and interpretation of results.
This qualitative study was based on six focus group sessions, which took place in Malta, on separate dates. Each focus group session involved a two-hour discussion between participants and a group moderator. Participants were selected and grouped in accordance to four variables: age, occupational status or position, relationship status, and whether they have children or otherwise.
“The goal is to transform data into information, and information into insight.”
The research exercise was carried out to inform BOV about the dimensions related to lifestyles, values, and aspirations of millennials who are currently living in Malta. Their life trajectories, factors that affect and drive millennials’ loyalty and choice of brands, products, & services and attitudes of millennials towards financially related issues such as money-management, debt, and banking.
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