Segmentation

Better Understanding Financial Advisor Segments

Business Goals

Take an existing quantitative segmentation and bring it to life, infusing the organization with a more holistic and in-depth understanding of each segment audience.

Approach

Using a segment typing tool, we recruited focus groups by segment. A total of eight focus groups with financial advisors were conducted across two markets.

Impact

The research was able to take data point findings from a quantitative survey and make it tangible for the organization. We were able to help our client understand what makes each financial advisor segment tick and how this translates into the types of products and support they most valued from asset managers.