Digital finance: Leveraging customer research for innovation

Anette Broløs and Erin Taylor
Additional contact information
Anette Broløs: Director and Co-founder, Finthropology, Denmark
Erin Taylor: Institute for Culture and Society, Australia

Journal of Digital Banking, 2025, vol. 10, issue 2, 170-179

Abstract: This paper explores how digital transformation in finance is driving focus on customer-centricity. The paper analyses how data-driven innovation is often framed as the quantitative collection and analysis of digital customer information. The paper explores how qualitative data can elucidate customer contexts and pain points. The research highlights how quantitative data can overlook important insights into customers’ decision making, their use of different financial solutions, and their ability to manage new technological solutions. The paper recommends financial service providers broaden their innovation toolbox by integrating qualitative research methods and by involving customers and partners in innovation practices. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

Keywords: innovation; FinTech; finance; financial services; consumers; customerdriven; trust; qualitative research; inclusion; gender; design (search for similar items in EconPapers)
JEL-codes: E5 G2 (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/10141/download/ (application/pdf)
https://hstalks.com/article/10141/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdb000:y:2025:v:10:i:2:p:170-179

Access Statistics for this article

More articles in Journal of Digital Banking from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().