Financial & Business Services Insight

Transcription

1 Financial & Business Services Insight K A D E N C E I N T E R N AT I O N A L May 2014

2 Kadence is an international insight consultancy which develops strategies for financial services clients 1 Kadence overview Strategic insight agency ~300 employees 7 major offices Founded in 1992 Support leading Financial Services companies 2 Market sizing Service offering Segmentation Product innovation Brand positioning Global network of offices 3 Differentiated skills Experienced innovation consultants Integrated consulting/research offer B2B and B2C expertise 2

3 We understand the specific opportunities and challenges facing financial services clients today Technological P2P finance Contactless payments Telematics Location based marketing Smartphone applications Bitcoin Population Changes Ageing population Generation rent Islamic banking Digital Natives Regulatory RDR Funding for Lending 7 day switching Solvency II PPI Help to Buy Insurance gender rate ban Economics Quantitative easing Low inflation Euro zone crisis Fall in real wages Historically low base rate

4 We offer an unrivalled ability to access niche groups across the financial services sector Industry opinion leaders e.g. C-suite Execs in firms with revenue of $1b+ Consumers Industry opinion leaders Consumers -Investors in Gold -Holders of a specific insurance policy -HNW individuals -Mass-affluent individuals -Current account holders with a specific bank -Recent users of price comparison sites Industry professionals Industry professionals -CFOs -IFAs -Financial Directors -Risk Managers -Capital Projects Directors -Insurance Executives 4

5 We have completed studies in over 60 countries in the last year, and offer global clients local expertise Some examples... Qual interviews with Capital Project Directors across 23 countries including Brazil, China, Japan, Mexico, Saudi Arabia and South Africa. Quant interviews with HNW investors across US, UK, Germany and India. Qual interviews with c- level execs in aerospace firms across France, Germany, and US. Qual interviews with c- level execs who have responsibility for investment decisions across 19 markets including Finland and Russia. 5

6 We focus on four areas of deep expertise within financial services Market sizing Case study 1 Customer segmentation Case study 2 Innovation Case study 3 Brand positioning Case study 4

7 We have extensive experience in market-sizing new financial services opportunities and products Case study 1: Market-sizing Client: Industry body promoting an alternative asset class The Challenge Our client wanted to develop commercial partnerships with financial institutions in the UK, US and Germany with a view to launching investment and savings products based on this asset class. Research was required in order to size and segment the market in these regions. Approach A three phase approach: 1. Qualitative interviews with financial advisers 2. A large-scale online quantitative survey including segmentation and market-sizing 3. Qualitative assessment of the proposition Outcome Kadence helped the business define segments, propositions and model potential demand. This information was used to develop commercial partnerships with financial institutions in the UK, US and Germany. The segmentation is now the central component of the client s engagement strategy with commercial partners. 7

8 Customer segmentation is a core strength at Kadence, where we are uniquely able to segment both consumers and institutions Case study 2: Customer segmentation Client: International business school The Challenge Kadence were tasked with conducting a segmentation of the business school s alumni to enable better targeting for future engagement and strategy. Approach A three phase approach was adopted: 1. Audit of existing information and interviews with senior stakeholders 2. Qualitative bulletin boards 3. Large-scale online quantitative survey Outcome Upon completion of this work, Kadence delivered an outline of the segmentation and consultancy for deployment throughout the business. The segmentation is now the central component of the school s engagement strategy. 8

9 We have extensive innovation expertise, having helped bring over 100 products to market Case study 3: Innovation Client: Leading credit card provider The Challenge Our client had developed an innovative app for tap payments on mobile devices. User testing was required to assess consumer response to the concept as well as user-experience across various customer journeys. Approach The app was tested amongst consumers in a focus group environment. In addition to a detailed exploration of the usability of the app interface, groups explored the appeal of the concept and propensity to use once released Outcome The product has since been launched. Many of our recommendations for functional improvements were implemented by the client prior to launch.. 9

10 Drawing on experience across a broad range of sectors, we help our clients differentiate their brand Case study 4: Brand Positioning Client: Credit rating agency The Challenge Kadence were required to investigate brand and product perceptions in a changing insurance landscape. The insight would be used to support future business strategy and product development. Approach 1. Desk research into industry trends and challenges 2. Face-to-face and CATI interviews with individuals working in brokerage firms and the insurance industry more generally Outcome Our recommendations on marketing messages that differentiate the brand and resonate with the target audience are currently being implemented by the client. 10

11 We have the tools to get your company enthused about the research findings Storyboarding Corporate overview Beverage Dashboards practice Infographics Interest rate is by far the most important attribute Customers are exceptionally price-sensitive and will We recommend the card is launched with an APR of 11% APR % 11

12 To We complete offer a team this of project financial successfully and business we are services proposing specialists a senior and who innovation conduct insight specialists globally Rupert Sinclair Financial and Business Services Lead Rupert has 10 years of research experience in the financial services space. He is passionate about understanding consumer behaviour and developing products that genuinely resonate with the intended audience. He has worked with a broad range of clients across the sector, including Lloyds TSB, AXA, Travelex, KPMG, Bain&Co, UBS and the Investment Management Association. Caroline Hill Quantitative Insight Manager After graduating from Loughborough University with a BSc in Economics, Caroline joined GfK in 2008 where she was responsible for leading and managing projects across a range of financial services clients, such as the Lloyds BankingGroup, HSBC, Capital One, Bank of America, Sainsbury s Bank and the FSA. Projects included market - sizing, and brand/concept testing. She completed the MRS diploma in 2010 and has been a tutor for the Market Research Society. Anna Parry Qualitative Insight Manager Anna has over 5 years qualitative experience. She has experience conducting research amongst both consumers and professionals including in-depth interviews, online communities, focus group discussions and ethnographic visits. Anna brings a creative yet thorough approach to all qualitative analysis, ensuring a comprehensive analytical response. She has a passion for delving deep into findings to produce actionable clear insights for clients. Anna has worked with clients including Accenture, Equifax, The World Gold Council, NEST and Barclaycard. Corinna Lucy Dowell Holm FMCG Insight Manager Executive Lucy started at Kadence International in Corinna 2012 after joined graduating Kadence with in a BA 2008 in after Economics graduating from the with University a degree of in the International West of England. Relations and Politics. Corinna takes a lead role on multicountry She has projects experience across of both a range qualitative of clients and quantitative and sectors; methodologies, she is a fluent and has in English conducted and research is a native on behalf German of clients speaker including so Equifax idea and for market understanding PricewaterhouseCoopers. research across European markets

13 Thank you F o r m o r e i n f o r m a t i o n p l e a s e c o n t a c t : R u p e r t S i n c l a i r K a d e n c e I n t e r n a t i o n a l t +44 (0) e rsinclair@kadence.com w