Household financial decision making: Qualitative research with couples

Figure 3.1 Defining a typology for couples’ behaviour
The shaded areas in Figure 3.1 indicate the three broad types of household decision making that 
emerged from the matrix exercise. A noticeable majority of women are more ‘stressed’ than 
‘relaxed’, with the opposite holding true for male partners. There is no gender pattern for level
of confidence, with both male and female partners populating opposite ends of the spectrum.
Jodie
Cautious and 
Content
Charlotte
Debbie
SharonCaitlin
Unbalanced
Responsibility
Laura
Marcus
William
Michael
Niall
Zara
Ralph
Tim
Luke
Edith
Stressed
Daunted
Confident
Callum Ryan
Pete
Mark
Sally
Michel
Naomi
Stephen
Confident
Organised 
Aspirational
Relaxed
Joanna
Steve
Darren
Kelly
Jack
Mathew
Miles
Sara
Jenny
Abbey
Barry
Hannah
Dawn
Hailey Jillian
Jade
Cara
Siobhan Kieran
Aaron
Adrian
Danielle
Reena
Malcolm
Simon

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Decision-making typologies
The following sections explain in detail the characteristics and tendencies of couples within each 
type, including the way they go about decision making.
3.2 
Type 1: Unbalanced Responsibility
Couples in the Unbalanced Responsibility group tended to comprise an alpha partner – often a 
woman – with a high level of financial control and responsibility relative to the other person in the 
relationship. The alpha partners frequently mentioned the need to rein in their partners, in order to 
protect the household finances. Many couples in this group were relatively young, in their 20s or 30s.