Example of Qualitative Research

Client Challenge:

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.