In the financial services industry, thought leadership research is expected to do more than generate media attention. It is used for marketing content and sales enablement. Thought leadership research also can be used in regulatory and policy conversations, with a thoughtful and thorough approach to sample and research design.

For highly complex and regulated industries such as financial services, findings from thought leadership research can support a brand’s reputation and serve as the foundation for a full range of marketing content, including conference presentations, podcasts, webinars, website proof points, direct email campaigns, infographics and social posts.

Sales professionals, relationship managers, employees and client consultants use thought leadership for client engagement, discovery and sales conversations. Results can also inform assessments of how regulations or policy may impact the industry and key markets.

After years of Logica conducting custom B2B and B2C thought leadership research across financial operations, retirement, workplace benefits, banking, wealth management and investment categories, we have seen that the most effective programs are intentional from the outset. That experience points to practical guidance:

• Who: Identify your target audience
  Be clear about the primary and secondary audiences for your research. If your goal is media attention, identify the publications that matter. If your primary audience is customers, define which segments you want to reach. These decisions influence sample design and question framing.
  
  
• What: Design for expansive and sustained use
  Thought leadership in financial services should be built for expansive and sustained use. Clear framing, documented methodology and grounded insights help findings carry across markets and channels over time.
  
  
• Where: Include relevant geographies
  You may focus on one country or region or conduct global research across multiple markets. The key consideration is where regionally relevant results will create the most value.
  
  
• When: Plan for cadence and timing
  Consider timing early. Plan so you have public-facing results ready for conferences, press releases and product launches. A regular cadence aligned to your communications calendar ensures refreshed data when you need it.
  
  
• How: Anticipate reviews and stakeholder engagement
  Be clear about stakeholders and spokespeople from the outset and engage them early. Early alignment supports smoother review processes and more effective communication of results.

If your team is developing thought leadership in financial services, design the research to support how it will be used so it works across functions and across time. Logica partners with financial brands to build custom research designed for those realities. Reach out!