Improving access to services by underserved populations
The Consumer Financial Protection Bureau (CFPB) plays an important role in helping educate, inform, and protect everyone who lives in the United States and U.S. territories from unfair financial exploitation. Serving Limited English Proficient (LEP) consumers is a critical part of fulfilling
this role.
Consistent with Executive Order 13166, “Improving Access to Services for Persons with Limited English Proficiency”, the CFPB sought to better understand the needs of LEP consumers and create a foundation for future outreach, education, and communication. To do so, the Bureau tapped Ignited to conduct a landscape analysis and market research initiative to better understand LEP consumers and develop strategies to strengthen the Bureau’s outreach, education, and communication to them.
This was inclusive of:
- A qualitative and quantitative study of the CFPB’s current LEP consumer outreach efforts compared to other federal agencies,
- In–depth interviews with practitioners and intermediaries who provide direct and indirect assistance on financial matters to LEP consumers,
- In–language focus groups in Arabic, Chinese, Haitian Creole, Korean, Tagalog, and Vietnamese–speaking LEP consumers, and
- Usability tests of the CFPB’s updated in–language website resources.
Ignited ultimately delivered strategic recommendations that led to the Bureau’s redesign and launch of seven in–language landing pages, and that will inform future marketing and outreach tactics to raise awareness and build understanding of the CFPB as a resource for LEP consumers utilizing a “surround sound” approach to ensure diverse culture contexts, language needs, technology preferences, and trusted messengers are leveraged.
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