Upli: Financial Health Appiness (A)

This field-based case, the first of a trio that includes UVA-M-1027 and UVA-M-1028, explores the qualitative and quantitative research a start-up platform in the financial industry undertook in its early growth stages. Upli founders Michael Krause and Christof Meyer sought to understand people’s problems when it came to financial health, the best consumers their product could target, and the set of features that would present the largest market opportunity. They gathered data through consumer lifestyle research, quantitative survey research, and factor analysis for segment inputs. This case set allows for exploration of experimentation, practice on using and interpreting qualitative data, and use qualitative data as stimuli for quantitative data. Key takeaways include when and where a design thinking/qualitative approach is appropriate. Further, this set provides learning around segmentation, targeting, and positioning.