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SwanDog Marketing Introduces Advisors InSIGHT, a Primary Research Tool for Asset and Wealth Managers

Chicago, IL, September 21, 2012 – SwanDog Strategic Marketing, LLC, a financial services marketing consulting boutique, has rolled out Advisors InSIGHT, a new time-share focus group program that provides asset and wealth management firms direct access to qualitative research on financial advisors.

The program’s primary benefits:

  • Offers marketers a turnkey approach to research advisors' attitudes, needs and preferences on virtually any topic of relevance to their firm
  • Helps mitigate the regulatory constraints firms face when conducting primary research on their own
  • Comes at a much lower cost, due to the shared nature of the focus groups

“Understanding the market you serve is critical, particularly in our increasingly complex and competitive industry. To do that, you have to spend some time listening to your clients,” said Dave Swanson, founder and managing partner of SwanDog. “Unfortunately, due to time constraints, most marketers in our industry rarely spend time with advisors. In fact, our research shows that 43% of asset management marketers only travel in the field with wholesalers once a year and 11% never do. They spend even less time listening on calls with advisors.* Our goal was to develop a program that, in effect, brings the field to them. It’s a unique opportunity for marketers to gain valuable insights on their firm, products and initiatives.”

The program is available quarterly, enabling firms to time research around specific initiatives or on an ongoing basis. Clients determine the focus of their research and SwanDog manages all aspects of the project from designing the focus group discussion guides to unpacking the research findings. Clients also receive DVD footage of the focus group sessions to share with their teams. What’s more, the program costs less than half of what it might cost a firm to field the research independently.

“We are committed to the value of research and to providing marketers with tools like this that help elevate their performance and contribution to their firm. We are thrilled to be able to deliver it at such a great value,” said Swanson.

“In the consumer packaged goods world, consumer research drives every step of product innovation and marketing, from upfront needs exploration to advertising campaign feedback,” added Carol Gillen, SwanDog’s director of insights. “The financial services industry hasn’t always embraced research as a step in the marketing process, but there’s certainly a need for it. It’s so important to understand the advisor audience, especially in today’s world, because it will lead to better marketing decisions.”

SwanDog is also preparing to release a sweeping research study of independent financial advisors this fall as part of its Advisor Dig initiative. For more information on SwanDog Marketing and their services, call 630-995-3858 or email info@swandog.com.

*Source: SwanDog/FUSE survey of marketing leaders