🧢 Coach T’s Recap
Income alone doesn’t tell the full story. Financial Security shows how comfortable people feel about their financial situation, and whether that mindset influences how they move through the funnel.
Two consumers may earn similar incomes but feel very differently about their financial position. One might feel comfortable and confident spending. Another might feel stretched and cautious. That mindset can meaningfully influence how they evaluate brands, respond to pricing, and move through the funnel.
Financial Security adds an additional lens to your brand health data, helping you understand whether brand performance differs across financially comfortable and financially constrained groups.
What does this look like in practice?
Financial Security is captured in the survey by asking:
How would you describe your financial position?
Very comfortable: money isn’t an issue and we can afford the nicer things in life
Comfortable: money isn’t an issue, but we do try and save when we can
Uncomfortable: money is an issue, but we get by day to day
Very uncomfortable: money is an issue and we struggle to get by day to day
Rather not say
Financial Security includes two key sections in your dashboard.
Section 1: Financial security trends in the category
The first section shows how financially comfortable or uncomfortable consumers feel in your category over time.
This helps you understand:
The economic mindset shaping category behavior
Whether financial comfort is increasing or declining
How broader financial trends may influence demand
This is your category context lens.
Section 2: Funnel performance by financial security group
The second section breaks down awareness and funnel metrics by financial security segments.
Here, you can compare how financially comfortable or constrained consumers move through the funnel for your brand and competitors.
This helps you understand:
Whether financially constrained consumers drop off earlier in the funnel
Whether preference is stronger among financially secure consumers
Whether price sensitivity or value perception may be influencing brand choice
This is your conversion and barrier lens.
Where to find this in Tracksuit
Financial Security lives in the Training Ground section of your dashboard.
Can’t see it? Reach out to your Brand Champ. They can add it to your account at no additional cost.
When is this useful?
Financial security is especially valuable when you want to understand how economic mindset influences brand affinity and purchase behavior.
What you can do | What this unlocks for you |
Understand category mindset | See how financially confident or constrained your audience feels |
Identify segment-specific barriers | Spot where financial comfort may be impacting funnel movement |
Tailor messaging and positioning | Review pricing, messaging, and distribution strategy in response to shifts in financial confidence. |