Illustrative engagement. A representative scenario showing how we approach this kind of work in financial services. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping financial services
Banks, NBFCs, fintechs and wealth firms compete on trust, convenience and fair pricing, while reaching new customers in smaller towns and online.
- Digital channels now lead customer acquisition
- Financial inclusion opens new segments
- Trust and complaint handling drive loyalty
Client background
A wealth management firm, working in India & UAE. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A wealth management firm
- Sector
- Financial services
- Team engaged
- Market Research
- Services
- Qualitative research, Business panel
Client challenge
The firm wanted to attract younger affluent clients.
Research objectives
- Answer the core question: what affluent clients expect from a wealth manager.
- Understand the views, needs and behaviour of affluent investors.
- Uncover the motivations and barriers people do not state in a survey.
- Give the client evidence it can act on within 6 weeks.
Target audience
The work focused on 30 affluent investors.
- affluent investors30
Audiences we typically reach in financial services
Retail customersSmall business ownersNew-to-credit customersBranch and agent staffWealth clients
Geographic coverage
Coverage: India & UAE. Markets: India and United Arab Emirates.
- India
- United Arab Emirates
Research methodology
A qualitative design, built to uncover motivations, decision processes and the language people actually use.
- 1Brief
- 2In-depth interviews
- 3Insight
We interviewed affluent investors under 45 about advice expectations, digital tools and trust.
Qualitative researchBusiness panel
Sampling strategy
- affluent investors
- 30
- Business respondents were screened on role, company size and involvement in the decision before being invited.
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- The online survey was mobile-friendly and offered in respondents' languages.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Younger clients wanted transparent fees and digital reporting.
Transparency is the new exclusivity.
Recommendations
- Build on the core insight: transparency is the new exclusivity.
- Focus effort where the evidence was strongest: younger clients wanted transparent fees and digital reporting.
- Re-measure after the changes to confirm the effect.
Business impact
- The firm introduced a fee calculator and a client app.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: will this product appeal?