Traditional methods of predicting financial intermediary investment preferences based on distribution channel segmentation provide little insight into underlying behavior and may actually be counter-productive, according to the results of a new study conducted by kasina, a New York-based consulting firm.The study, "The Six Segments: A Comprehensive New Look at Intermediary Behavior" examines the investing behavior and product preferences of financial intermediaries across the full range of distribution channels, including wirehouse and regional brokers, registered investment advisors, independent advisors, accountants, and bank- and insurance agency- based agents.
For the study, kasina worked with @RISK, a Berwyn, Pa.-based firm that develops customer analysis and decision support systems. Multivariate data about intermediary demographics, attitudes, and behavior were used to analyze intermediary behavior and identify the inherent segments, or groups, that naturally exist in the marketplace.
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