At six-month intervals, Credo conducts structured focus groups with financial advisors. In December 2011, Credo conducted a series of 6 focus groups. These sessions were held in Toronto and Montreal. Advisors were from IIROC or MFDA-affiliated dealerships or from MGAs. Advisors from the different channels were not mixed.

We explored the challenges and issues they experience in the industry. We explored their perceptions of their suppliers and the quality of the experiences they were having with these suppliers. We also explored their feelings about how their suppliers might make it easier for them to do their business.

Insights drawn from these sessions will be highly instructive for sales and marketing professionals that are working to connect with the advisor population and to position their brand within an increasingly competitive environment.