Conference Report: Financial Services Research - rebuilding trust in financial brands

James Aitchison
Warc

After the economic events of the last 12 months, it's little wonder that the Market Research Society's recent Financial Services Research conference was devoted to how the industry can reposition itself, its brands and its products to restore consumers' trust.

The speakers tasked with the challenge included a broad mix of client insight executives and agency researchers, from whom a key message resonated: financial services providers and brands need to establish a granular understanding of individual consumers.

In attempting to do so, it was the programme's sole academic who offered perhaps the most insightful contribution of the day by asking a very simple question: when it comes to restoring this lost trust, what exactly do we mean by 'trust'?