About Advisor Advantage
Advisor Advantage provides insight and comprehensive information about financial advisors and their crucial role between investors and financial manufacturers, distributors, and regulators.
Background
Financial Advisors play a crucial role in helping investors to learn about, obtain, and manage the financial products they need to meet their financial goals. To accomplish this, advisors play different roles, use a variety of resources, and apply different styles and approaches. Financial product manufacturers and service providers depend on advisors to select and present their offerings to investors. Much of the information about advisors is narrowly defined by product or channel and focused only on production.
Goal
The goal of Advisor Advantage is to collect and provide accurate, projectable, comprehensive information about financial advisors and advisors in order to create a more complete understanding of who they are, where they come from, how they do business, and what their goals and motivations are. Using a syndicate of diverse stakeholders as cosponsors and co-creators, we will create, field, and analyze a balanced instrument that includes all aspects of the intermediary's role, including attitudinal, behavioral, channel, demographic, ethnographic, and financial measures.
We will also create a segmentation system of advisors, built on unique cohesive segments based on advisors' life stages, business models, types of clients, motivations, and other psychographics. By creating a single comprehensive source containing all of the advisors' attributes, Advisor Advantage will provide insight and understanding to all organizations that are active with advisors.
Process
Because in our approach to syndicated projects all participants are collaborators and co-creators of the program, all the steps and results of the process will be completely transparent. Everyone will participate in all the steps of the creation process and will receive all the same deliverables. We will protect only information that could be used to identify specific participants. Following are the major tasks that outline the process:
- Project Initiation Meeting
- Biweekly telephone conferences
- Selection of target populations, scope and coverage
- Topic collection and classification
- Definition of topics and goals for ethnographic study and focus groups
- Ethnographic Study
- One-on-one Interviews
- Debriefing and development of topics for survey instrument
- Design of Questionnaire
- Development of sample frame
- Development of survey methodology
- Development and testing of incentives
- Cognitive Interviews and Pretests
- Field Survey
- Data cleaning, coding, weighting, and processing
- Analysis of results, development of intermediary segmentation
- Delivery of data, top-line, tabulations, presentation deck
- Presentation of findings.
Products
- Presentation of findings
- Analytic Report with Executive Summary
- Complete dataset (SAS/SPSS)
- Standard segmentations
- Standard Tabulations
- Ad hoc Custom Analysis (optional)
- Custom segmentations (optional)
- Segmentations appended to lists of Financial Advisors (optional)
Contact
For more information, please contact us.
