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.
“Over the past year, the BOV Group has commissioned Marketing Advisory Services to carry out several market research assignments for us. In our opinion, they have the necessary degree of experience, resources and skills to ensure that we receive the level of support that the Bank needs in the competitive environment in which we operate in a timely and efficient manner. Moreover, their capability of translating the research findings into tangible and practical solutions that work in the marketplace give Marketing Advisory Services an interesting edge.”
Mr. Charles Azzopardi
Executive PR & Marketing at Bank of Valletta p.l.c.
outcome
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.