The Motley Fool is a web-based financial service that needed to know how to increase its revenue streams.
We conducted lots of in-depth interviews and focus groups with a wide range of Motley Fool users and non-users. We looked at heavy and light users, serial buyers of stocks and shares and people just looking to get a mortgage.
At the end of this exhaustive process we provided a complete picture of the current and potential users of the Motley Fool site and how these groups differ from each other in terms of needs and outlook. From here it was possible to develop the appropriate marketing strategy, and brief the site designers in a way that built loyalty amongst users, to maximizing the potential income of the site.
