Financial Services

Case Study: Global Investment Bank

Situation
A global investment bank had ambition to move from the second to first tier within the U.S. market. While the company had developed some technologically-advanced new products ready for introduction, they had limited understanding of customer needs. This customer set was a sophisticated, B2B base of investment research directors and advisors, always looking to gain an insight or edge to forward to their own investment clients.

Solution
We led qualitative and quantitative research, for the first time in the company’s history, among fund managers and research directors. This led to optimized product design, creation of launch strategies and plans, and more importantly, a detailed Customer Needs Hierarchy.

Results
Based on our recommended positioning and strategies, a newly branded product was launched—forming the basis of an overall repositioning of the firm. Company brand imagery, as measured in standardized industry research, has noticeably improved. More importantly, a culture of “Listening to the Customer” has been institutionalized.

Contact John Rosen for more information.