Case Study

Customer Voice Research: New Financial Trading Platform

Combine quantitative and qualitative methods to gain insight into consumer habits, feedback, and decision-making motivations

Overview

Within just four weeks, the team led combined quantitative and qualitative research, in-depth investigation of consumers' trading habits, platform use feedback, and decision-making motivation factors to help customers optimize the platform investment strategy.

Professional research method
GLG brought together quantitative and qualitative research; controlled the design, distribution, and analysis of questionnaire surveys; and synthesized the results with in-depth interviews to create actionable insights to inform the client's decision.

High-quality report delivery
GLG appointed a former BCG consultant with nearly 10 years of consulting and research experience to act as the lead writer. The consultant cross-verified the client's core assumptions from multiple perspectives and provided a clear and logical report.

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Challenge
A leading internet and financial company in China wanted to learn about users' trading habits, including the main factors that influenced their choice of a trading platform and their views on the advantages and disadvantages of each platform. The company also wanted to explore the factors affecting user stickiness.

The GLG Solution
GLG conducted a questionnaire survey with 500 high-, medium-, and low-frequency users of different trading platforms in the United States. We also conducted in-depth interviews with 10 users from different groups and backgrounds and synthesized and analyzed the results of these activities.

Outcome
Within four weeks, the GLG team delivered a 60+-page summary report on the main factors that users consider when choosing a trading platform, their past use of such platforms, and how different functions and features of the target platform influenced user engagement.

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