- Research Intent: Our client was an advertising agency working with a private wealth management company. Following the financial crisis in 2008, they needed to understand how to optimize and reposition their client’s offer to attract more high net worth investors and entrench existing clients. In addition, they needed to stall acquisition by one of the top 5 banks.
- Integrated Design: BenchStrength designed and conducted a series of 1:1 indepth telephone interviews with investors in Canada and the U.S. Sensitivity and anonymity was crucial to the implementation.
- Clear and explicit feedback on the table stakes for engagement was gleaned and thought leadership was found to be crucial to attract and retain investors.
- Actionable insights: A very clear picture of the brand identity was developed. Key characteristics and needs shared by these illusive investors were used to create personas and inform the brand repositioning and strategy.
