Tag Archives: Focus Group

Focus Group With Sesame Credit users

Sesame Credit is one of the applications that have influenced the idea of this project because of its social credit scoring system and all the information available on the net about it. However, many sites provide with wrong or distorted information that, although inspirational for the project, must be double checked in order to know to what extend Sesame Credit affects society.

This way, a Focus Group was arranged in order to get a more realistic and true knowledge of Sesame Credit. The participants were Chinese students that have been using this application for a long time. A number of questions about the use they make of Sesame Credit, how they feel about it, and how it affects their daily lives were proposed.

Questions were proposed in a structured way and participants came up with common conclusions that are presented below in this post. When opinions were too different among the participants to give a common description, the different answers are provided.

  • What do you think of Sesame Credit?

It is definitely convenient. You can make payments at any time with your phone, and there is no need to have a card or cash. It can be used in many contexts, from hotels to groceries. It is also highly usable.

 

  • What sort of tangible benefits do you receive from Sesame Credit?

First of all, life becomes easier as it is possible to make payments with the phone in a very convenient and fast way. Also, when your credit score is high enough, you can get loans that you will have to pay back after a certain amount of time. This way you can buy a new laptop in the Apple Store by asking for a loan from Sesame Credit proving your score is high enough, and then pay in installments.

There are many options for different kinds of people such as pay the house rent or the phone bills.

Last but not least, when your score is high you get some kind of honor and status. If you compare my score with other friends and yours is higher, it means you are an honest person (as this score is increased also by the trust worthy someone is when paying back a loan)

Do these benefits influence your actions?

Yes they do. If your phone gets stolen, they are having access to your personal platform to make payments and even ask for loans (let alone the risk of someone modifying your score), so this is something to really take care about. When the phone runs out of battery is also something to be worried about, as you might need to make any unexpected payment and would not be able to use this platform.

Also, you spend more money in order to get higher scores and so get even more benefits (access to new loans or increase of the maximum loan amount, etc). This benefits make you spend even more so it is like a loop.

Finally, some businesses send information about discounts through this application so it is also a platform to get to know if there is any sale or promotions in nearby places. This discounts can sometimes only be used through the application.

In general this all translates into using your phone much more.

 

  • Has Sesame Credit affected your behaviour?

Yes it has.

If so, how?

You kind of depend on your phone and on this application to do many things in your daily life such as buying fast food on the street (In China).

Definitely it also makes you spend more.

Do you see this as positive, negative or both?

It is positive as consuming you are helping your country’s economic development and increase its GDP (Gross Domestic Product). On the other hand, from and individual perspective, you spend more than what you like, so there is a risk that you become a wasteful person. Also you become more dependent on your phone which is not very positive.

 

  • Do you think Sesame Credit affects the behaviour of other people?

Yes.

If so, how?

People might go out less than usual as they can do their shopping from their homes, from checking to menu to purchase for delivery.

People from business will use this application to measure how trust worthy you are, so they check their consumers’ honesty, for example at the time of deciding whether to borrow money to them.

People also have to be responsible of their loans. A friend forgot to pay her loan back and by the time she realized she had to pay a huge amount of interests.

Do you see this as positive, negative or both?

Both. People become more dependent on their phones and their social skills might be harmed as they do not go outside that often (regarding face to face contact).

On the other hand it is positive for business as they have a way to determine the client’s honesty and so they can make better decisions.

The mentioned interests problem would be less likely to happen with banks as they would send informative letters (as these institutions may be better established and organized). Banks are generally more reliable and people take them more seriously.

 

  • What information can you see about other people on Sesame Credit?

You can check other’s people scores but you cannot buy the purchase history or how they improved their score due to privacy reasons.

  • Do you discuss your credit score with friends?

Yes

How often?

-Sometimes, but it is not a very important topic.

-I used to some time ago when the app came out, but not now anymore.

Are your friends interested in your credit score?

-It used to be something you talk with your friends like a game. It can also be seen as a way to show off how rich you are.

-Nowadays it depends on the person, but asking might not especially polite. Some of my friends post their credit score on Social Networks but

Have you asked to see your friend’s credit scores?

-Sometimes but not very thoroughly.

-I have never asked because I think it is private information.

Is it clear what affects your credit score?

The applications provides with information about how your score is calculated from factors such as: your current occupation, the veracity of your data, your financial behaviour (through factors like the kind of hotels or flight tickets you book), your shopping behaviour and paid bills, your social relationships and how influential you are on the credit scores of your friends, your loan history and the properties you have.

However, most people in China do not know this (as it is quite technical) and they just know that the more they consume, the higher mark they will get.

 

  • How much do you use Sesame Credit?

Very often.

How long have you been using it?

Around 4 years since it was released.

How often do you use it?

Quite a lot in my daily life in China as it can be used for many kinds of shopping or to pay bills.

Ethical Approval to run Focus Groups

Southampton University requires ethical approval to be obtained for all research studies including ‘living things’.  We used the university online ERGO system to formally request approval for our focus groups.

The Britizen Ethics application (Ethics ID:26030)  to run focus groups was approved by the university Ethics Committee on April 23rd.

The focus group is described in more details in the post  Focus Group with Sesame Credit Users.

Early Network Growth

HM Government’s target is for all British Citizens aged 15 years and above to have a Britizen account; and for as many of these accounts as possible to be used regularly. Participation will be voluntary initially; the government’s intention is that the platform has become ubiquitous before participation is made compulsory.

This post outlines how the number of Britizen users, speed of adoption and continued use of the platform will be facilitated.

Value Proposition

A value proposition is an innovation, service or feature intended to make a product or company attractive to customers. A value proposition shows how the product solves customer problems; improves their situation; or offers specific benefits.

Like Sesame Credit, Britizen offers tangible benefits to members which increase with their Britizen score. These benefits are designed to nudge or encourage members to support British values, promote trust and create a better society. Trust is encouraged by both rewarding trustworthy behaviour and allowing third parties to use an individuals’ credit score to assess them. Initial benefits are designed to appeal to a broad section of the population, and include tax reduction, priority in government housing, and discount vouchers for British services.

At a time of increasing concern about globalisation, using Britizen is a practical way people can demonstrate support for British values, culture, innovation and business.

Rogers Adoption Criteria

Rogers Diffusion of Innovations (Rogers, 1983) defined five criteria material to the adoption of new ideas and products: relative advantage, compatibility, complexity, trialability and observability.

These factors have been considered when determining the requirements and design of Britizen, to help ensure consumers are willing to try the platform.

Relative advantage: is outlined in the value proposition. Britizen will return most surplus profit to members in the form of tiered benefits with broad appeal. Tax benefits are targeted to better off users; priority on government housing waiting lists appeals to ‘strivers’ struggling to afford a home in modern Britain. As Britizen matures business sponsors and advertisers will be encouraged to extend the user benefits with special offers, discounts and tokens with appeal to a broad spectrum of users. This contrasts with the approach of private corporations; which are operated for profit.

Compatibility: Britizen will contain the features familiar to online social network users.

Complexity: Britizen will be intuitive and simple to use on a wide variety of devices.

Trialability: there is no charge to use Britizen; the only requirement is to have a valid National Insurance number.

Observability: Initially advertising and other marketing techniques will be used to make people aware of Britizen. The gamification component of Britizen scores will encourage people to discuss and compare their scores; users will be motivated to encourage others to sign up to enhance their own score. Early sponsors will be carefully chosen visionary and imaginative businesses who will produce exciting, attractive materials which make the site more attractive and appealing. Influential users will be identified a encouraged to encourage others to join.

 

Rogers Adoption Model

Rogers defines five categories of user over the product lifetime: innovators, early adopters, early majority, late majority and laggards. At this stage, the focus is from start up to a majority of the UK population using Britizen.

Sponsors will be selected to appeal to the type of user likely to join at each stage. Celebrity endorsement will be used to appeal to different user categories; network analysis will be used to identify less public members who are likely to be influential; those with high degree centrality, nodal betweenness and/or occupy structural holes. These members will be targeted to encourage others to join.

Mavens, Connectors and Salespeople

Gladwell’s Tipping Point (Gladwell, 2000) describes the importance of three different groups of people in influencing the spread of behaviour, which he calls Mavens, Connectors and Salespeople.

Mavens are known and respected for having expertise in specialised areas which they are willing to share. Martin Lewis’ Money Saving Expert[1] is an example of an influential British website highly respected for its specialised knowledge in how to save money. Information and advice about the benefits of Britizen from this site will help generate visibility and trust as well as providing encouragement to join Britizen.

Connectors are particularly valuable because they have connections to many people and often act as bridges between groups or clusters in social networks. Their ability to bridge groups is also important in spreading Britizen widely throughout the population.

Salespeople (also known as evangelists) have the skills to persuade people and convince people to action.

Not all mavens, connectors and salespeople act in professional or paid capacities.  Network analysis of the Britizen graph will be used to identify members who are likely to be influential; those with high degree centrality, nodal betweenness and/or occupy structural holes. These members will be specifically encouraged to persuade others to join Britizen.

Network effects (Direct, Cross & Indirect)

Direct Network Effect: The value of an online social network increases with the number of members; the higher percentage of an individual’s contacts using the network the more useful it is to that person. There tends to be a critical mass or ‘tipping point’ (Gladwell, 2000) of membership beyond which membership increases rapidly in a similar way to an epidemic. Once a network achieves ubiquity there is pressure for laggards to join to avoid being left out.

Cross Network Effect: occurs when a rise in one group of users makes the network more valuable for another group of users. For Britizen there is a symbiotic relationship between users and sponsors/advertisers. The sponsors and advertisers benefit directly from a larger user base. The benefits available to users will increase as the revenue generated from sponsors and advertisers increases. This is covered in more detail in my post about the Britizen Revenue Model.

Indirect Network Effect: is generated when third parties create complementary goods. This process is helped by having a reliable Application Programming Interface (API) and publishing easily useable ‘five star’ open data [2]. Third parties are more likely to be interested in developing related products once Britizen has an established user base.

Marketing Campaign

A carefully focussed marketing and advertising campaign will be used to:

  • foster the rapid initial adoption of Britizen until the tipping point is reached
  • maximise the opportunities afforded by the influencers outlined above
  • target groups of the population where uptake is relatively low
  • market the benefits of sponsoring Britizen to British businesses

 

References

Gladwell, M., 2000. The Tipping Point. Little, Brown and Company.

Rogers, E.M., 1983. Diffusion of Innovations, 3rd ed. Collier Macmillan, New York.

 

[1] www.moneysavingexpert.com

[2] http://5stardata.info/en/