ClearScore APR
The challenge: people struggle to understand the cost of credit.
In 2024 we partnered with ClearScore to explore whether clearer, more intuitive credit information could improve consumer comprehension. We were interested in whether including APR and a representative example helps when people are deciding between loans that last less than a year.
The research: testing how to present credit costs more effectively.
Working with our research partner – Thinks Insights - we ran a randomised controlled trial with over 2,000 participants, testing three different ways of presenting the cost of credit:
The Control Version (current standard) – The original ClearScore interface, featuring APR and a representative example.
A Pure Plain Numbers Version – A version that simplified applied the Plain Numbers Method, including removing APR and the representative example.
A Plain Numbers Version within current regulations – A redesigned version applying the Plain Numbers Method while keeping APR and the representative example.
The three ways to communicate the cost of credit
- in each arm participants saw a different interface
Click on the image to view the detail.
Click on the image to view the detail.
The results: Plain Numbers Method significantly improves understanding.
The findings were striking:
The Plain Numbers version doubled comprehension within existing regulations – when APR and the representative example were included.
The ‘pure’ Plain Numbers version almost tripled comprehension when APR and the representative example were removed.
Perceived clarity was high across all versions, but actual comprehension lagged far behind. This highlights a major gap—people think they understand, but in reality, they don’t.
Read the deep dive on the Clearscore trial here
View more research and case studies
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Initial trials (5 separate pieces of research)
In 2021, with the support of the Bank of England and Kantar Public, we conducted a series of randomised controlled trials to test just how effective the Plain Numbers Method could be.
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Plain Numbers in Practice report
In July 2024 we published our Plain Numbers in Practice report, highlighting the diverse applications of the Plain Numbers Approach across a wide range of communications.
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Case Studies
See how Plain Numbers improves customer understanding with real-world case studies.
Numbers shape what people understand, how they make decisions, and who they trust.
Get them right, and you can unlock a whole new level of clarity, confidence, and connection with your customers. We can show you how.