How FINN gathered 12+ hours of deep customer insights between Friday evening and Monday morning.

The Challenge

For a subscription model like FINN, retention is everything. FINN had launched a Loyalty Program to keep subscribers engaged, but quantitative data only told half the story. They knew how many people were using it, but they didn’t quite know why (and why others were not).

The traditional route? Send out a survey with checkboxes. That would have likely returned something like: "80% know the program." A solid number, but no context. FINN wanted to understand the emotional drivers behind loyalty — and they needed answers fast.

The Approach: A Weekend Sprint

Speed was critical. Instead of a weeks-long agency project, FINN used curly to turn a regular weekend into a research sprint.

The Timeline:

• Thursday & Friday Evening: Invitations sent out in two waves via newsletter.

• The Weekend: While the team was off, curly conducted interviews around the clock.

• Monday Morning: 100 completed interviews were ready—transcribed, analyzed, and waiting for the week's kickoff.

The Scale:

• 100 interviews completed

• 12 hours and 19 minutes of deep conversation

• ~37,000 words of transcript data

curly didn't just ask, "Do you like the program?" When a user mentioned they knew the program existed, curly followed up: "What is your current understanding of the core benefits?" This adaptive questioning exposed the nuance behind the numbers.

What They Discovered

The "Awareness-Understanding" Gap

80% of participants knew the loyalty program existed. Sounds good. But in the conversations, it became clear that most didn't know how to actually redeem points or what they were worth. Awareness was high, understanding wasn't. The program had a clarity problem, not a marketing problem.

Beyond the Monthly Rate

The assumption in the car industry is that price matters most. The interviews told a different story. Customers weren't primarily asking for cheaper rates. They wanted VIP treatment:

• Priority access to new car models

• Faster customer service response times

• More flexibility in vehicle swaps

Reciprocity is Real

Participants said they would happily provide feedback, answer surveys, or refer friends—if the reward structure was transparent and actually attractive.

The Outliers That Mattered

Buried in the ~37,000 words was a specific segment: long-term customers who were actively looking for ways to deepen their relationship with FINN. They valued their subscription, but wanted the program to recognize their loyalty more visibly. For these users, the feeling of status mattered as much as any discount. This insight is now shaping how FINN iterates on the program.

Why This Matters

For FINN, what started as a "loyalty check-up" became a strategic roadmap. They now have clear voice data prioritizing exclusive access and clarity over complicated point schemes—backed by over 12 hours of customer conversations.

"curly allows you to generate deep customer insights at scale. If we had run a survey, we would've known what people clicked—but not why. What surprised me was how close curly felt to real interviews. It asked the follow-up questions we normally ask ourselves, did that 100 times over, and then clearly summarized the results so we could take concrete action."
— Jens Kegelmann, VP Product at FINN

The Takeaway

If you only ask multiple-choice questions, you get multiple-choice answers. FINN used curly to listen at scale. Their customers knew the program existed, but didn't feel like it was for them. Now FINN has specific levers to work with: more transparency, and VIP perks that actually matter.