Synthesis
Reviewing existing research reports and re-analyzing databases to answer
high level questions. Synthesis research is quick, comprehensive and cost-effective.
It delivers fast results to pressing issues.
Thousands of pages have been written on what
matters to trade clients but most is just a
re-hash of well-known principles from industrial
psychology. There is little proof of what
aspects of service make the most difference to
client loyalty and spending. In addition to
interviewing benchmark competitors, our work
reviewed existing research (including our own)
to identify what changes client behaviour for
better or worse. In cooperation with our
client, we then developed a framework for
comprehensive service standards for the very few
things that really matter to clients. The
standards are tested with clients for
appropriateness and impact. A strategy for
implementation is the final element of the
project.
Worked with a federal government entity in financial services, developing a
3-year strategy for communicating their mission to the public. The strategy
began with the identification of target groups based on group size, analysis
of awareness patterns, literacy levels, financial need and risk of financial
losses. An analysis of daily activities and media usage habits was used to
identify methods of reaching the target groups. The work is now moving into
development of targeted messages and delivery strategies.
International and domestic financial literacy studies show that 60-75% of
adults can't deal with the kind of information that most financial
institutions provide. As well, financial institutions gear their advice and
marketing to people already interested in buying investments. The result is
that 30-40% of potential investors are lost at an earlier stage in their
decision-making when they try to decide whether to invest, spend or pay down
debt.
The Brondesbury Group, 144 Front St. West, Suite 650,
Toronto, Canada, M5J 1G2
Tel: 1.416.585.2414
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Fax: 1.416.979.9159
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email: info@brondesbury.com
