Choice, relationship and the role of value.
An anonymized, illustrative research design for examining bank choice, products and relationship priorities without treating intentions as observed switching.
Research partnership
ETK is NOMAS’s research partner. Brand Compass™, Distances Matrix™ and Triple-Helix™ are ETK methodologies, attributed to ETK—not presented as inventions of NOMAS.
Understand the full relationship—not just the account held here
The anonymized design asks what information a single institution may lack about customers’ other relationships, how salary, spending, savings or financing choices relate, and what would need to change before a customer considered a different relationship. These are research questions, not claims about observed switching.
| Question area | What a study could examine |
|---|---|
| Other relationships | What customers do across institutions—not only within one institution. |
| Relationship components | Where salary, daily spending, savings or financing sit across a customer’s relationships. |
| Change conditions | Which proposed benefits or service changes merit testing as choice factors. |
| Potential customers | What a defined prospective group is seeking; the source gives no conversion or market-share result. |
Source / figure note: ETK banking illustrative report, p.2; ETK banking HTML report, “The decision at stake.” These are framed questions, not measured migration or customer findings.
A threshold can matter without distinguishing competitors
Triple-Helix™ separates stated reasons, forced-choice trade-offs and a modelled predictive layer. Every numbered item below is an illustrative rank, not a percentage of customers.
Cognitive · stated importance
What customers say drives choice; the figures are ranks, not percentages.
- 1Sharia compliance
- 2Fees and charges
- 3Profit rates
- 4Branch convenience
- 5App and digital service
- 6Staff and service quality
Behavioural · repeated trade-offs
What moves in forced choice versus stated order; arrows indicate rank change.
- 1App and digital service · up 4
- 2Salary and payroll handling · new
- 3Fees and charges · down 1
- 4Profit rates · down 1
- 5Branch convenience · down 1
- 6Sharia compliance · down 5
Predictive · after rival response
Factors in the order shown when competitor response is modelled.
- 1App and digital service · unchanged
- 2Rewards and ecosystem · new
- 3Salary and payroll handling · down 1
- 4Financing access and speed · new
- 5Fees and charges · down 2
- 6Profit rates · down 2
Source and reading note: ETK, anonymized Saudi retail-banking illustrative report, “Triple-Helix” figure, p.4. Rankings are synthetic. Sharia compliance is described as a consideration threshold, not as a continuing differentiator.
Illustrative interpretation: the source describes Sharia compliance as a threshold for consideration that falls from rank 1 stated to rank 6 in the forced-choice ordering. That does not mean it is unimportant; it means stated importance and differentiating trade-offs answer different questions.
Source / figure note: ETK Saudi retail-banking illustrative report, p.4; ETK banking HTML report, “Triple-Helix.” Ordinal ranks are synthetic and must not be read as customer incidence, market share or observed product switching.
Link discovery, conjoint choices and value-pool questions
An integrated design can connect segments and their trade-offs; the report supplies methods, not a respondent count or quantified banking outcome.
Discover · customer language
Focus groups and interviews across regions and value tiers, framed around the relationship being studied. Their language helps build and test the quantitative hypotheses.
Measure · one integrated sample
The proposed survey joins segmentation, product and pricing conjoint, and value-pool questions. The source does not state a sample size.
Confirm · segment usability
Follow-up qualitative work with people recruited into modelled segments checks whether quantitative groupings are recognisable and actionable.
When segments are defined by attitudes versus choice trade-offs
Schematic only: conventional attitude clusters can look distinct yet show similar sensitivity; latent-class CBC estimates segments and utilities jointly from choice data. No numeric utilities, segment sizes, prices or observed outcomes are supplied.
Conventional · similar response
Latent-class CBC · varied response
| Approach | What the report illustrates |
|---|---|
| Attitude-based clustering | Several portraits may have near-identical trade-off curves. |
| Latent-class choice-based conjoint | The source contrasts more divergent synthetic monthly-fee response patterns by segment. |
Source / figure note: ETK, banking illustrative report, p.7 and ETK banking HTML report, section “The first choice, shown.” Curves are qualitative/synthetic; axes have no numeric units, utility values or prices.
Brand Compass™
ETK positioning framework combining factor analysis, TwoStep cluster analysis, correspondence analysis and ETK’s proprietary penetration measure.
Distances Matrix™
ETK method combining modified correspondence analysis with driver regression to contrast institutional perceptions with customer-image perceptions.
Bayesian competitor-response model
A commissioned partner study may model response to rival fees, rates or product moves; the described simulator/dashboard are study deliverables, not live NOMAS software here.
Source / figure note: ETK banking report, p.6; ETK banking HTML methodology. Brand Compass™ and Distances Matrix™ are ETK methods; described product/pricing simulators and dashboards are study capabilities, not site features.
Source / figure note: ETK banking illustrative report, pp.5–8; ETK banking HTML report, architecture, analytical core and evidence discipline. The qualitative curve figure contains no fee points, segment sizes or numeric utility estimates.
From product priorities to relationship questions
- 01Product configuration: explore which combinations of benefits could merit a test.
- 02Fee and rate architecture: frame segment-specific pricing hypotheses, not a price quote.
- 03Primary relationship: examine salary, spending, savings and financing needs separately.
- 04Competitive response: assess possible rival reactions without implying observed behavior.
- 05Channel and digital investment: examine where service modes might matter to choice.
- 06Positioning and communication: explore how institutional image and customer image relate.
Source / figure note: ETK banking illustrative report, p.9; ETK banking HTML methodology and evidence sections. Items describe decision areas a commissioned study could support.
Start with the question your evidence needs to answer.
These examples are not client outcomes. A real engagement begins with your context, scope and evidence needs.