Challenging Conversations with Advisors | Capital Group

Overview

The client wanted  to gather insights into the emotional feelings of investors when they talk with their financial advisors with the emphasis on their emotions when having challenging conversations vs how they would like to feel.

Method

We decided on a mixed methods approach of a quantitative survey with qualitative techniques to gather deeper insights from investors.

Quantitative survey

• Screen for individuals that have a financial advisor and a mix of Millennials, Gen X, and Baby Boomers

• The survey dug deep into the topics that investors discuss with financial advisors and what topics are uncomfortable and how they feel when discussing challenging conversations

Qualitative component

• We used a Visual Semiotics method to uncover implicit emotions of investors when they talk about difficult topics with financial advisors

• Video open end to provide more color and clarity to the quantitative survey

Impact

We discovered that investors have a mix of negative and positive feelings when having challenging conversations with their advisors. The negative emotions were driven by the power dynamic between the expert financial advisor and the investor that is relying on the advisor. Through our findings of the ideal emotions, we provided strategic recommendations to Capital Group on how they should approach their seminars with advisors in improving relationships with investors.