Some time ago, a renowned asset management firm from the USA wanted to give its website a facelift. Their aim was simple: gather honest, real-time feedback from the people who use the platform every day. This meant investment professionals. They needed to know what works, what doesn’t, and which service providers the industry trusts the most. The ideal voices? Portfolio managers, financial consultants, and financial advisors.
Right from the start, the client’s highly specific selection criteria made things tricky. These experts aren’t just any professionals; they’re the ones sitting at the top of organizations, the cream of the crop, and, naturally, very busy. Convincing them to spare a moment, let alone participate in our study, was no small feat. And on top of that, we had to ensure we got a balanced, diverse set of opinions.
We began by mining our internal database. Our internal database contains experts from different industries and from different levels of seniority. Naturally, it was the first place to look. This proved to be the right decision, as our long-standing relationships in the financial sector helped us secure half of the experts we needed.
Then we stepped outside our comfort zone, using a highly focused outreach through industry-specific networks. With a constant search parameter optimization to our recruitment strategy, we filled in the remaining gaps without sacrificing the quality of the project and the standard Nexus has maintained.
We made sure to explain, in plain language, why the study was a win-win for every participant. Keeping the process smooth, efficient, and respectful of their time was key.
In just one week, we delivered the full project. That was twice as fast as the client expected! They learned what their users love and where the website falls short. With this new insight, they were able to optimize their website to cater to their ideal customers and experts.
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