Problem

A major brokerage firm wanted to know how to win and support mutual fund insertions via “Gatekeepers.”

Approach

Initiated a series of 25-minute in-depth telephone interviews to client’s target list. Interviews were designed to deconstruct the underlying process of evaluation and selection.

Learning

Beyond the anticipated screening of a fund by “Gatekeepers” on quantitative metrics, we uncovered a series of more soft qualitative factors that help drive insertion decisions.