Joint Account Usage & Family Banking Survey
Measure how joint account holders evaluate, compare, and choose banking products across shared finances, digital access, and family-tier needs, so you can sharpen acquisition targeting, refine product positioning, and reduce household churn.
CONTEXT & RELEVANCE
Why run this survey now
Most retail banks don't lose joint account holders purely on product features. They lose them due to unclear role-based access, misaligned financial goals between co-holders, friction at shared transaction points, weak family segment targeting, and poor visibility into household financial behavior, none of which fully show up in core banking reports or CRM activity logs.
If you are...
- Retail banking product head
- Family segment proposition lead
- Digital banking growth head
- Branch network distribution head
- Deposits and liabilities strategy lead
You're likely facing...
- Joint account dormancy: usage drop-off
- Co-holder role confusion: access vs control
- Family segment: undifferentiated product fit
- Digital vs branch friction gap
- Cross-sell failure at household level
This will help answer...
- Primary usage drivers by co-holder
- Activation drop-off stage
- Household segment preference splits
- Fee sensitivity vs feature priority
- Switching triggers at renewal point
RESEARCH THEMES
What This Survey Investigates
Eight interconnected research themes that map the complete joint account holder journey from account opening to long-term household banking consolidation.
Discovery & Motivation
- Triggers for joint account opening
- Primary applicant vs. co-holder role
Bank Selection
- Primary bank chosen for joint account
- Shortlisted institutions before final choice
Product & Features
- Account type and operating mode
- Feature adoption across both holders
Onboarding Friction
- KYC and documentation drop-off points
- Co-holder verification delays and gaps
Usage & Transactions
- Transaction frequency by account holder
- Channel split across digital and branch
Pricing & Value
- Fee sensitivity across account holders
- Minimum balance burden and waivers
Trust & Conflict
- Dispute resolution between co-holders
- Bank's role in household financial disagreements
Consolidation & Loyalty
- Cross-product uptake from joint account
- Household banking consolidation intent
SAMPLING STRATEGY
Tell us about your ideal sample
Help us understand your target respondent profile. Select what applies, we'll design the optimal sample plan based on your inputs.
METHODOLOGY
Survey approach
For the Joint Account Usage and Family Banking Survey, we recommend a quant-first design with flexible data-collection modes to balance reach, depth, and verification across account-holder segments.
EXECUTION PROCESS
How we execute
A proven 9-step process from scoping to delivery, designed to ensure quality, speed, and actionable insights.
Define the decision frame
Confirm objectives, target cohorts, geographies, and reporting cuts
Define the decision frame
Design the instrument
Build workstream modules mapped to outputs (drivers, friction, pricing, retention, trust)
Design the instrument
Lock the questionnaire
Review wording, sequencing, LOI, and competitive context; approve final version
Lock the questionnaire
Pilot and calibrate
Test comprehension and ease quality; refine quotas and remove friction where needed
Pilot and calibrate
Run fieldwork
Execute collection with active quota management and feasibility controls
Run fieldwork
Assure quality
Dedupe, attention checks, speed/consistency rules, removals with audit trail
Assure quality
Prepare the dataset
Clean data and deliver codebook/variable definitions
Prepare the dataset
Analyse and synthesise
Driver ranking, leakage diagnostics, pricing bands, segment insights
Analyse and synthesise
Deliver and align
Executive deck (optional dashboard) and leadership readout with recommendations
Deliver and align
COMMERCIAL TERMS
Request a Commercial Proposal
Pricing depends on cohort, geography, sample size, approach, LOI, and deliverables. Configure below for an indicative estimate.
Select Sample Size
Geography
Select Mode of Survey
Length of the Interview
$0.00
+ applicable taxes
Cost Breakdown
Note: Estimate is indicative only. Final pricing is subject to scope finalization after discovery call.
REFERENCE CASELETS
Reference
Real-world examples of survey work in the retail banking and household finance space.
Savings account feature preference & trade-off mapping (India)
OBJECTIVE
WHAT WE DID
DELIVERED
Savings account feature preference & trade-off mapping (India)
Digital banking channel adoption & drop-off diagnosis (South India)
Savings account feature preference & trade-off mapping (India)
OBJECTIVE
A mid-size private bank needed to identify how salaried dual-income households and self-employed couples prioritise features when selecting a primary savings account, and which friction points drive account dormancy within the first 6 months.
WHAT WE DID
Ran a structured quant survey across 600 respondents in 8 cities, capturing feature trade-off rankings, minimum balance tolerance, digital onboarding friction, and branch dependency scores segmented by household income band and account tenure.
DELIVERED
A feature priority corridor by household segment, a dormancy trigger map identifying the 3 highest-friction onboarding steps, and a messaging territory framework separating acquisition hooks from retention levers by income band.
FREQUENTLY ASKED QUESTIONS
Common Questions
Answers to frequently asked questions about this survey mandate.
What decisions will this survey enable?
Who is the buyer vs who are the respondents?
Can we see differences between single-income joint holders, dual-income joint holders and multi-generational account users?
How will you measure joint account preference beyond simple ratings?
Will the survey map the full joint account opening journey and drop-offs?
Can this survey inform product and pricing strategy?
How will findings improve our cross-sell and household deepening strategy?
Still have questions?
Schedule a discovery call to discuss your specific needs and get a custom quote.