Case study | Wealth & Investment Management

Wealth & Investment Management

Find out how we helped a GCC wealth management business simplify their proposition, segmentation and messaging.


Cognition was appointed by an independent wealth management business in the GCC to conduct qualitative and quantitative audience research and simplify their proposition, segmentation and messaging.

The project required an in-depth understanding of investor behaviour, in a manner that was scientifically robust and commercially useful. The ultimate objective was to deliver an actionable messaging strategy that relationship managers could apply across a multitude of channels.

  • Client
    Wealth & Investment Management.
  • Sector
    Finance, GCC.
  • Challenge
    To conduct qualitative and quantitative audience research and simplify their proposition, segmentation and messaging.

"Cognition provided a completely fresh perspective to our audience and segmentation strategy. After previously working with other management consultancies it was refreshing to use an agency who took a much more scientific approach to understanding our audience needs and behaviours . The research and outcomes which were delivered have provided us with an invaluable framework for the team to take forward."

CEO - Wealth & Investment Management Business

Research & insight.

The initial phase of the project utilised The Cognition Brain data system, exploring qualitative and quantitative research methods and analysis of both existing and emerging data. 

Our team of neuroscientists and psychologists placed the appetite for risk at the centre of investment behaviour, enabling them to understand this complex psychological process very clearly. 

We identified a series of biases which had a significant impact on investment behaviour. Allied with risk and emotion as drivers, this became the basis of the segmentation and messaging strategy. 

Research methods:

  • Nominal Group Technique (NGT) focus groups
  • Qualitative stakeholder interviews, including eye tracking and analysis
  • Psychological and academic literature review
    Investor survey (customer and prospect)

Strategy & planning.

As our final element, the roll-out of our research findings, segmentation and messaging was managed through a series of workshops on-site in Bahrain. 

Our psychologists, marketers and content experts spent three days with the marketing and sales teams. We used this time to explain our research findings and their significance, particularly the relevant biases identified. We presented our messaging and segmentation through a number of role-play activities to ensure that this was fully embedded into the team, with practical understanding. 

Finally, we produced an activation plan for the team to implement and activate messaging across priority channels.

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