Financial Services

In today’s volatile and competitive financial marketplace, customer acquisition, share of wallet, and retention have never been more critical. At the same time, consumers’ attitudes about financial institutions and financial wellbeing are in flux. In order to compete, financial services companies are being challenged to develop innovative offerings, and communicate their benefits clearly to help customers evaluate them amongst the plethora of products and services available. Our team has extensive financial services experience on both the client and research vendor sides, so we know how to turn research findings into actionable marketing, product, and lifecycle strategies.
Success Stories
  • New product and messaging refinement: Getting financial influencers invested

  • CMI convened financial service advisors and high net worth consumers via online discussion boards to evaluate reactions to a new product concept and its most compelling messages.

    The result: customer-guided development of the product design and supporting marketing campaign that led to greater share of wallet from wealthiest customer segment.

  • Colorizing Segments: Understanding the ABCs of Gen X And Gen Y

  • For a leading global financial services company, CMI conducted a high-profile immersive, ethnographic exploration of Gen X / Gen Y consumers’ attitudes and fears about retirement.

    The result: informed product development and messaging for new sales materials to specifically reach customers who will be valuable over the long-term.

  • International Product Concept Testing: Finding big ideas for smaller businesses

  • CMI conducted a variety of international qualitative and quantitative research among small and medium-sized business owners regarding credit card services.Studies included market assessment, customer satisfaction, and merchant rewards concept test evaluation.

    The result: identified new opportunities that impacted retention and guided the sales team’s targeted acquisition efforts.

  • Effective Marketing Communications: Connecting the dots from fine print to strong messages

  • Performed detailed analyses of print and online communications for content, clarity, usability, and impact on consumer behavior to identify ways to increase sales of specific financial services.

    The result: developed new materials that motivated consumers to take action, ultimately growing sales above forecast.

Learn More

Look for Laura Winn’s upcoming presentation “See Your Customers through an Ethnographic “Lens of Life”" at the American Bankers Association’s Marketing Conference, September 2011.

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Broad experience means creative solutions.

Broad experience means creative solutions.


Nationally and globally, via B2B and B2C channels, we "help clients identify and understand" the touch points and triggers that prompt customers to consider, choose, and advocate for their brands.

Our belief that knowledge is transferable and our commitment to thoroughly understand your industry’s unique challenges means we bring the best of both worlds to you – deep industry knowledge and diverse, wide-ranging experience.