Background

The client was developing new concepts aimed at helping users better understand, manage and improve their credit scores. While initial ideas were in progress, the client needed data-backed clarity on users' current awareness of credit scores, their behavioural patterns, and their willingness to pay for credit-related solutions.

Hureo was engaged to conduct a structured quantitative study to inform product decisions and de-risk ongoing concept development.

Research goals

The study was designed to address three key objectives:

  1. Understand awareness of credit scores among target users, including familiarity, perceived importance and current usage.
  2. Validate product concepts proposed by the client that were under development.
  3. Understand behavioural characteristics related to credit usage, financial decision-making and trust in digital financial tools.

Methodology

  • Research type: quantitative user research
  • Sample size: 300 users
  • Geography: 1 metropolitan city
  • Target audience: digitally active users with varying levels of credit exposure
  • Data collection method: structured survey with concept validation modules

The survey was designed to capture both attitudinal and behavioural data, ensuring statistically reliable insights while remaining grounded in real user contexts.

Key insights

  1. Credit score awareness: clearly understood the level of awareness around credit scores, including gaps in knowledge and misconceptions held by users.
  2. Concept validation: validated key concepts under development, highlighting which ideas resonated most with users and which required refinement before launch.
  3. Willingness to pay: identified users' willingness to pay for credit score-related services, providing critical input for pricing strategy and feature prioritization.

Business impact

  • Enabled data-driven product decisions during early-stage development
  • Reduced risk by validating concepts before full-scale investment
  • Helped the client prioritize features aligned with real user needs and payment intent

Hureo's value

This engagement demonstrated Hureo's ability to:

  • Design and execute large-scale quantitative studies
  • Translate complex financial behaviours into actionable insights
  • Support fintech teams with evidence-based validation during product development