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  "docSlug": "004febe5c808e074",
  "documentTitle": "2019 Global FS Consumer Study DACH",
  "authorId": "Accenture",
  "authorName": "Accenture",
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  "slideType": "segmentation",
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  "notes": "The slide uses a persona-based segmentation framework to categorize financial services consumers.",
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      "text": "Skeptics are the largest group, accounting for 33 percent of the sample, yet their dissatisfaction with financial providers means they are a challenging persona to engage.",
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      "text": "Traditionalists: Value human touch, tech-avoiders and losing trust. Generally older (55+) than the other personas, Traditionalists show low levels of engagement and satisfaction with their financial services providers. They are the smallest group from our consumer survey, comprising 21 percent of respondents.",
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      "text": "Pragmatists: Ubiquitous, trusting and channel agnostic. Also making up 23 percent of the sample, Pragmatists see technology as a means to an end rather than as a lifelong passion. They are satisfied with the service levels they receive and they expect good value from providers. They are interested in (though a little suspicious of) personalization.",
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      "text": "Skeptics: Tech-wary, dissatisfied and alienated. Skeptics are the largest group, accounting for 33 percent of the sample, yet their dissatisfaction with financial providers means they are a challenging persona to engage. More than a third are under 35, making them a long-term opportunity for providers if they can be targeted.",
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      "text": "Pioneers: Risk takers, tech-savvy and hungry for innovation. Tech-savvy and keen to engage with financial providers using mobile devices, Pioneers are hungry for innovation in services and channels. They account for 23 percent of respondents.",
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      "text": "share of respondents: 33%",
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      "text": "#FSConsumerStudy",
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      "kind": "paragraph",
      "text": "CUSTOMER PERSONAS",
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      "text": "Meet the personas:",
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      "evidence": "Section opener then four parallel persona profiles + 'A closer look at the differences' comparator (p.21).",
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