Case Study: Financial Products/Services - Perceptual Mapping

Customer Connection – Large Financial Products Company in the US

The Business Challenge/Situation

The client, one of the top financial software companies in the US wanted to understand how financial management tools support business owners and managers accomplishing their business objectives for their main street product.

Market Equations Role

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The software company wanted to understand how various attributes and utilities of their product are compared with other financial management tools from their competitors. The study data was primarily verbatim responses from approximately 70 business owners and managers each answering approximately 100 questions. Respondents were either current users, or abandoners, or prospects. Market Equations provided the entire business analytics for this study starting from coding, preparing & summarizing the data to analyzing and presenting the results in a report.

Client Impact:

The report provided a 360° perceptual view/map which revealed that while the product is seen as a very important tool for customers, its value is not properly aligned with some critical business issues. This in turn hurts value perceptions, driving customer usage and prospect switching issues. Several action items were pointed out to address these issues.

ME maintain a fantastic relationship with the company and representatives are always eager to provide their references whenever required.

Explore how the Market Equations Consultative Approach to decision making works wonders.