The engagement
Financial brands often struggle to connect product narratives to the things consumers genuinely care about. Ally Financial wanted a consumer insight that could bridge the gap between everyday financial decisions and the bigger life goals those decisions were meant to support.
The research approach
CITE Research surveyed 1,000 U.S. adults on their bucket list aspirations, the barriers that prevented them from pursuing those goals and the role finances played in their plans.
From findings to impact
The research found that nearly 90% of Americans had a bucket list and that finances were the top barrier to achieving it. Ally Financial used the findings to support its brand communications and content programme.
Highlighted result
Nearly 90% of 1,000 U.S. adults had a bucket list — but finances were the top barrier to achieving it.
Methodology
CITE Research conducted the survey on behalf of Ally Financial among 1,000 U.S. adults.