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