Delving into the Mindset of Active Traders

Business Goals

Our charge was to move beyond behavioral profiling of active traders to help better understand the underlying motivations and emotions of this highly valuable audience and to create personas of different trader types.


Telephone and in-person interviews among active trader clients and prospects using numerous projective techniques to move beyond surface, rational answers and get at underlying emotional drivers of behavior.


We developed distinct personas that provided our client with a much richer understanding of the active trader mindset, enabling them to more confidently develop ad messaging and to evaluate various approaches to website content, trader education and trader tools and resources.