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Rating:Breaking the Marketing Research Mold Not Rated 3.0 Email Routing List Email & Route  Print Print
Wednesday, April 11, 2001

Breaking the Marketing Research Mold

Reported by Alfred Wang

A market research venture hopes to break up the vicious wholesaling cycle: fund companies flooding the advisor mailboxes with marketing materials after discovering that they avoided the last wave.

Influent, a new division of market research firm Rothstein-Tauber (RTI), launched a subscription-based data product designed to help financial services firm avoid such gaffes in the grab at the channel's share of investing dollars.

"The whole world of market research provides meat for more intelligent decisions," answered Mel Rothstein, Influent's ceo when the MutualFundWire asked him about the need for focus group research among marketing executives. "That's just one person's opinion on what's outstanding and what's not so good."

RTI currently has business relationships with financial service complexes like GE Capital, AXA Financial, and Northwestern Mutual. The Stamford, Connecticut-based firm is planning to leverage existing deals like this into business for their lineup of qualitative information products.

Topics gathered from the two-hour focus groups are expected to cover financial advisor thoughts on client acquisition strategies, financial branding, and how product-side companies help and hinder intermediary business. 

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