Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.
Our question was simple, but not easy: "Does gender bias still exist between advisors and women clients?" This simple question sparked an innovative and illuminating, multi-stage study. Our cutting-edge insights into how women are owning their financial futures—and the opportunity for firms to make much-needed changes to better serve them—were shared both internally and externally, in partnership with The New Yorker, ultimately boosting Merrill favorability by 3 points.
Consumer Insight
Women are taking charge of their financial lives and the industry must adapt to better serve them....