Household financial decision making: Qualitative research with couples

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Decision-making typologies
3.4 
Type 3: Organised Aspirational
Couples in the Organised Aspirational group were a mix of ages from 20s to 50s. They also varied 
in terms of income and affluence. Couples in this group were generally confident, but careful with 
money. Typically, they described themselves as cautious, but implied that they trusted in their own 
judgement. It was unusual for these couples to have experienced major financial problems and 
consequently they had not been ‘burned’ by negative experiences.
‘I’m always trying to put money away. Not that I am always successful with it, but I’ve got 
the intention. It’s just to make sure I know exactly what is going out, especially since I started 
working for myself.’
(Ryan, 30s, South East)
The individuals in each couple were more similar to one another in their approach to finances than 
individuals in other groups were. However, there were still differences between the two partners, 
with individuals fulfilling alpha and beta roles. In this group the alpha partner had generally gained 
their financial confidence through fulfilling a typical ‘researcher’ role. The beta partners in this 
group were typically more relaxed about finance, and often seemed to have quite entrepreneurial 
mindsets. 
‘Quite confident [with managing finances]. We do all right. I am very, very careful, although 
I do have moments where I throw caution to the wind and have a bit of a splurge, but it’s not 
very often.’ 
(Jenny, 30s, North East)
Beta partners in the Organised Aspirational group generally differed from the beta partners in other 
groups. Organised Aspirational beta partners tended to be equally capable of fulfilling the alpha role, 
but chose not to. They indicated a better awareness of what they could realistically afford out of 
their budget as a household than beta partners in the other two groups. Beta partners in this group 
were not reliant on their partners through a lack of financial awareness or capability, as was the case 
in the other two groups, but were noticeably less engaged and more relaxed about the household 
finances than their partner was.