Cluster analysis makes for a sophisticated reading of the
mortgage market and the consumer. Trends in the market are clearly
shown to orientate around the actions of four consumer groups -
labeled 'Loyalist', 'Mover', 'Adjuster' and 'Mover and Shaker' -
delineated through sophisticated cross analysis and the excavation
of behavioural typologies.
Recent and established retail and reconnaissance channels are
also explored, outlining the process by which the digitially
empowered consumer researches, tailors and opts for apposite
mortgage policies. In addition to the prospective consumer, policy
holder/provider interaction is mined for opinion amongst the
satisfied and disgruntled alike. Simply put: are consumer desires
being thwarted and, if so, where?
Staying with the existing account holder, the report features an
exposition of dominant trends in the 'mortgage life-cycle'. By
creating a backdrop outlining the average age of current policies
held, remortgage rates and reasons for making a change, a
correlation is made between the behaviour of key groups and the
likelihood of remortgaging.
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