Issue

A company wanted to know how consumer investors use ETFs and what tools they use to make financial purchase decisions. The goal was to identify ways to expand the company's existing product line to fill investing gaps.

Process

Our netnographer "lived" in four online retail and professional investment communities for one month. By observing and interacting with thousands of user forums, blogs and comment postings, she gathered interrelated ideas, themes, attitudes and perceptions.

Result

Market Strategies identified confusion among investors and advisors about the terms used to describe ETFs. The original focus was on consumer investors, but the Netnography discovered that financial advisors are extremely active online and would be a desirable market for new investment decision tools. The results also revealed new markets and the relevant issues and language necessary to reach a wider audience.

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