We help financial services companies to better understand their customers and prospects. But we don’t stop there. We are not just researchers, we are also strategists and consultants. That means we make clear recommendations about what research findings mean, and how our clients should act on them.
We work with a wide range of financial services companies.
Our expertise includes
(but is not limited to):
Our projects enable financial services companies to:
Create and implement market segmentation or buyer persona models
02Optimize their brand positioning and messaging
03Explore the decision-making process in-depth, including understanding which decision-makers play which roles
04Benchmark and monitor perceptions of the company’s brand and performance
05Develop and test new product ideas, including optimizing pricing
06Create compelling thought leadership reports
Over the last decade, the team behind Adience has helped financial services companies to better understand their customers and prospects. For example, we’ve helped a payments company to develop a new product tailored for SMEs, and we’ve helped a financial services multinational to track perceptions among their B2B audience.
This experience has allowed us to develop an approach to financial services research that has three guiding principles.
Internal engagement is critical.
At the beginning of every project, we engage internal stakeholders to learn more about their research objectives. Doing so ensures that our recommendations are relevant to them. It also gives us some hypotheses to test during the research. After all, internal perceptions don’t always match external perceptions. It’s worth spending time up front identifying some internal perspectives that need to be validated.
Unlock emotions.
Financial services are critical to the running of a business, but the decision to purchase them is not 100% rational. Emotions play a big role when businesses are purchasing financial products. When conducting research in the financial services industry, we use a variety of techniques to identify the emotions that truly drive decisions.
Find the real decider.
When businesses purchase financial services, the decision-making process is often led by someone in the finance department. But other teams can have an influential role in the purchasing process. For example, IT decision-makers may advise against a certain payments processing solution if it isn’t seen as being ‘easy to integrate.’ Research projects should try to identify and engage those hidden influencers.