Example of Qualitative Research
This financial services company wanted to design wealth planning solutions for Millennials.
- Understand the wealth planning needs in the Next Gen segment.
- Assess the mindset of Next Gen when it comes to wealth planning.
In-depth phone interviews with prospects.
Insights to Business Action:
- Goals and attitudes about wealth are much different when compared to Older Generation, requiring a new approach and marketing strategy to this new target.
- Yet, there are some similarities to Older Generation when it comes to wealth preservation that should be kept.
- Ensure marketing materials resonate with the target audience.
- Consider additional family education programs that are targeted across generations.