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Financial Services Case Studies
Case Study – Financial Advisers
Survey
The Business
Research Company
Solution
Requirement
Independent Financial Advisers (IFAs) are a key channel for
financial products sales such as funds, pensions and life
insurance, with more than half of sales being driven
through this channel.
A mid-sized life assurer wanted to understand what IFA
attitudes were to different products and providers and
how this was changing over time.
Report:
 A bi-annual report analyzing key changes in IFA
attitudes and selling/advice patterns.
 Including feedback on:
 Business environment
 Impact of regulation
 Products types
 Competitors’:
 Products
 Support and admin
 Brand
 Customer base
Database:
 Raw data file in SPSS
Methodology
Client Benefits and Feedback
• We conducted research through: Longitudinal study of 100 IFAs in the UK market,
conducted on a by annual basis.
 80 online surveys for pure quantitative data.
 20 phone-based surveys for more detailed qualitative
inputs.
 Panel based respondents with a high level of
continuity between surveys.
• The client uses the survey to cross-reference information
provided by its own sales team.
• The survey allows the insurer to understand the impact
of marketing and its relative position to other providers.
• Advisers’ opinions and concerns are be monitored to
feed into marketing strategies.
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Case Study – Financial Services
Customer Profiling
The Business
Research Company
Solution
Requirement
The deliverable took the form of a series of matrix tables split by:
A personal pensions provider wanted an understanding of
the profile of customers in the UK market, so it could
bifurcate and target the customers it wished to focus on.
It wanted to look at customer groups by assets/income
and age.
It then wanted to understand within each of these
customer groups what proportion currently had a personal
pension, and what proportion might be willing to buy one
if approached.
This would then give it an understanding of the market
potential for its products.
Methodology
• Data from census was combined with income data to
give a model of number of people by age and income.
• A market research study was conducted which to
identified the likelihood of customers in given age and
income categories owning a pension, and their
willingness to purchase one.
• From this the number of people who might be willing to
buy a pension in various segments was formulated.
# People split by Age Range and Income range# People with pensions split by Age Range and Income Range# People without pensions split by Age Range v Income range# People without pensions who are willing to consider buying a
pensions split by Age Range v Income Range.
An analysis of how to target these customers.
Client Benefits and Feedback
• The client used the study to identify a number of
customer segments it wished to focus on.
• It then designed its market strategy on the basis of this.
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Case Study – Financial Services
Competitor Profiling
The Business
Research Company
Solution
Requirement
A company which was considering entering the private
banking/ wealth management space in Myanmar wanted
to know about the competition in the country.
In particular it wanted to understand for local players and
international companies which had already entered the
market:
•Products
•Services
•Target markets
•Sales and marketing
•Approximate client base
•Approximate assets under management
Methodology
• Based on initial investigations and discussions we
identified 6 competitors.
• We conducted research on the competitor through: Secondary research of company websites etc.
 Mystery shopping
 Elicitation techniques to find out additional
information
Competitor Profiles:
4 local and 2 international competitors were profiled
including:
•Products
•Services
•Target markets
•Sales and marketing
•Approximate client base
•Approximate assets under management
•SWOT analysis
•Balanced scorecard analysis
Client Benefits and Feedback
• Helped the client to plan their market entry approach.
• The client found the information very helpful in
understanding who were the market leaders to be
targeted and what their strengths and weaknesses were.
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