What Actually Drives Primary Checking Account Choice?
A data-driven look at feature utility, reach, and where banks are overspending.
Community banks are under pressure. Add features. Compete with fintech. Differentiate your checking accounts. But what if the features you’re investing in don’t actually move the needle?
In this research project, Neck Up used MaxDiff (Maximum Difference Scaling) to measure the true relative importance of checking account features — followed by a TURF analysis to determine the optimal combinations that maximize consumer reach .
Before You Add Another Checking Feature, Read This.
See Around Corners With Targeted Research
Looking to better understand your customers, team, or market?
Neck Up offers custom research services designed specifically for community banks. Whether you're exploring brand perception, customer behavior, or strategic growth opportunities, we can help you uncover the insights that drive smarter decisions.
Quantitative Analysis
Data That Drives Growth – Harness industry-leading tools to pinpoint market opportunities, track trends, and measure what matters most for your business strategy.
Secondary Research Analysis
Industry Insights That Keep You Ahead – We cut through the noise to deliver clear, data-backed strategies using top-tier market intelligence.
Qualitative Analysis
Uncover What Customers Really Think – Through expert-led focus groups, in-depth interviews, and behavioral insights, we reveal the ‘why’ behind customer decisions.
Let’s talk about how research can support your next big move—reach out today to start a conversation.
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