Ethnographic interviews in France on financial products and services

Young woman using smartphone standing in front of the food market in France

A leading management consultancy wanted to talk to a range of French adults about their use of financial products and services and their interest in a new digital concept that they were developing for a client based in France. We arranged over 50 90-minute interviews in respondents’ homes in Paris and Lille in two phases lasting two weeks each. We were asked to recruit a mix of young professionals and parents in non-nuclear families (single-parent families, blended families etc) with a further split into respondents with a stable professional situation (people in permanent full-time employment, small business owners, established self-employed etc) and those with an unstable professional situation (unemployed, short-term contractors, casual workers etc).

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