Credit unions know the value of data. Leaders of these people-centric organizations are often reviewing the latest in consumer preferences and learning how to tailor products and services to serve members better.
Research can tell us many things about how to approach consumers – what needs they have, how they are making decisions or what behaviors are changing. However, an important perspective that is often left out of the research is the human stories that make up the data. We can pull numbers off the page, but many times we don't see the voices and experiences behind them. And, many groups have long been overlooked entirely in large-scale reports.
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