Capital One
Two parallel qualitative studies — one across healthcare organizations, one across middle-market companies — exploring how each segment thinks about its banking relationships, to help Capital One position its treasury-management offering as a partner that listens.
What we walked into.
Capital One wanted to deepen its treasury-management relationships in two distinct commercial segments — healthcare organizations and middle-market companies — but needed a grounded, qualitative understanding of how decision-makers in each actually think about their banks, their day-to-day financial workflows, and what 'partnership' really means to them.
How we worked.
- Voice-of-Customer Interviews
- Qualitative Segment Research
- Treasury Management Research
- Participant Recruiting
- Findings & Positioning Direction
Naviscent ran two parallel voice-of-customer studies built on moderated, hour-long interviews. The healthcare track reached eighteen participants across providers, healthcare companies, and healthcare real estate — CFOs, controllers, treasurers, and finance leaders. The middle-market track reached finance decision-makers at companies spanning roughly $100M to $2B in revenue, many running international operations. Participants were recruited to precise profiles, interviewed remotely, and the conversations synthesized into segment-level themes and positioning guidance.
What we delivered.
Capital One came away with a clear, segment-specific picture of how each market conceptualizes its banking relationships and where its treasury offering could position itself as a genuine partner — qualitative direction the team could act on across product and go-to-market.
Two segments, one question: what does 'a bank that listens' actually look like to the people making the decisions?
Why teams call Naviscent.
Naviscent is a leading customer-centered design & user experience research consultancy headquartered in Silicon Valley, with presence in New York City, Chicago, and Orlando. Naviscent works globally with Fortune 1000 companies, software & technology companies, and Internet retailers. Through experimental, iterative user experience research, design & development, we deliver results that are proven to delight your customers.
Let's scope yours.
Thirty minutes, no slides, no commitment. We'll recommend the method, scope the work, and quote it in writing.
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