Cases & Perspectives
Video: Discussing the benefits of qualitative marketing research for Financial Institutions
PsymaTalk: Discussing the Benefits of Qualitative Marketing Research for Financial Institutions
Charles Schembri, Vice President at Psyma USA
Financial institutions rely heavily on quantitative research to collect customer insights. However, qualitative research is becoming increasingly valuable in answering the whys and unmasking the complexities of quantitative findings across the financial services industry.
Psyma team members, Charles Schembri (VP Financial Services Practice) and Kristin Schultz (Director Qualitative Solutions) discuss how qualitative research can reveal consumers’ motivations and behaviors in the rapidly evolving financial services industry.