The Methodology for Concept-Testing Evaluation: the Introduction of Growth-Hacking in the Banking Sector

Student: Morozov Egor

Supervisor: Olga Solovyeva

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

The study of research approaches in the field of banking services is a consequence of a set of disciplines within the framework of training. The purpose of this research is to create a synthesized methodology for evaluating product concepts in the framework of research in the "Concept Test" format. The results of this work should help researchers combine sociological metrics with business metrics to provide the clearest picture, both from the point of view of respondents and from the point of view of the Bank's internal capabilities when performing research in the "Concept Test" format. This paper uses the theoretical framework of: 1. Neuroeconomics 2. Methods of research 3. Growth-Hacking 4. Psychology (groupthink, decision-making)

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