Credo’s flagship research program studies asset managers’ brands in the minds of financial advisors. It combines qualitative and quantitative research to pull marketing executives out of an ivory tower and deliver them the reality of Canada’s financial advisors’ perceptions and expectations. Subscribers to this research have the opportunity to attend focus groups where Credo asks advisors about their experiences with companies that they work with, their outlook for the future and about what motivates them. The focus group sessions inform the statistical benchmarks that we track, year over year. Subscribers to our brand benchmarking research have access to the analysis of our quantitative survey data as well.

Credo will publish extensive statistical results from its annual brand benchmarking survey with advisors. We monitor the migration of asset managers’ brands in the minds of Canadian advisors focusing on Credo’s well-established model of brand credibility. The statistics reveal each industry participant strengths and weaknesses along with their opportunities and threats. Overall, the quantitative review provides not only an in-depth understanding of where you are in the minds of Canadian advisors, but also where your competitors are.