Executive Summary
What role can market research play in promoting credit union growth and sustainability? This case study explores three phases of market research through which a county-chartered credit union in California turned around its business. The first phase describes how Kern Schools Federal Credit Union (KSFCU) used market research to pull back from the edge of financial disaster in 2012 and become a financially sound enterprise with satisfied members. Next, the report discusses how KSFCU drove growth in 2018 by using market research to align its business model with its member base through transitions to millennial and Latino/a members and mobile banking. Finally, it describes how it will use market research and analytics to continue its financial growth in the face of the major technological, demographic, and competitive changes faced by most credit unions.
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