Our client said: “Sue and the team managed research unpacking our investors’ mindset and behaviours. The research outcome was excellent, allowing us to adapt our business strategy and gain insights beyond social demographics.”

A boutique-sized investment firm wanted to attract new investors. They planned to develop a communications strategy with this objective. To inform this strategy, the firm commissioned Susan Bell Research to provide insight into why and how current investors chose to invest and in some cases re-invest.

Key questions were:

• To understand how their current investors became investors in the first place. 
• As they have remained investors, what has the firm done or said that appealed to investors (beyond investment performance)? 
• What have been the triggers for any change in investment behaviour over time?

Research method:

• Customer journey research
• Qualitative research
• One on one interviews

Our insight: the term ‘journey’ has connotations of planning, direction and goals. Even for sophisticated investors, their ‘journey’ is nothing like that. It is full of stops and starts and zig-zags. This insight had a significant impact on our client’s business strategy.

To find out how customer journey research can benefit your organisation, contact Sue