Case Study: How Motives Used AI Interviews to Help MoneySuperMarket Decode Gen Z’s Financial Stress
By Motives
- case study
- AI Moderated Interviews
MoneySuperMarket is a UK price comparison platform that helps consumers make financial decisions. Working with the Campaign Against Living Miserably and media agency UM on the 2025 Money Talks report, the team needed to understand the emotional, cultural, and systemic factors shaping how young adults aged 18–24 perceived and managed money. Quantitative data alone was insufficient; they required real, qualitative voices. They also faced a tight timeline, needing meaningful insights within days rather than weeks.
MoneySuperMarket and UM used Motives, an AI research platform, to conduct the study. Using Motives’ AI Researcher tool, UM converted the research brief into a fully structured study within minutes. Forty-six in-depth, AI-moderated video interviews were then launched across the UK with participants aged 18–24. Each 30-minute conversation covered budgeting, borrowing, mental health, social comparison, and financial planning, with the project going live instantly and data collection beginning within hours.
The research delivered emergent themes, participant quotes, and strategic recommendations within days of launch. Key findings revealed that cost of living pressures limited young adults’ ability to plan ahead, home ownership felt unattainable, a so-called Youth Tax restricted access to fair credit products, social media amplified financial anxiety, and financial stress was measurably affecting mental health. The findings provided actionable direction for product development, communications strategy, and financial education advocacy for Gen Z audiences.
Read the full version of this case study on the Motives website here.
