We combined psychotherapy with consumer understanding across the project: discussion design; fieldwork; analysis; and a final workshop.  We applied Transactional Analysis to better appreciate the debt mindset… how were peoples’ inner child, adult and parent selves interacting to determine response to their situation and to brand messaging?   Which combination of messaging would hit the ‘bulls-eye’ to persuade all three of the target’s inner selves?  The result was a new way of thinking about the category and a compelling and differentiating brand story with which to ‘bite back’ at loan sharks