Tracy Simpson Case Study
The Challenge
Tracy Simpson Financial Consultancy helps women understand their finances and how to use them to bring stability, security to their lives and the lives of their loved ones.
As part of The University of Manchester’s Collaboration Labs programme, our Associate Research Consultants were tasked with exploring the perceived apathy for financial advisory services among women and the lack of uptake of financial services among women in the UK as compared to men.
Objectives
1. Gather market intelligence on the knowledge, attitudes and practices of women in relation to financial services.
2. Set performance dimensions of a successful financial advisory service for women.
3. Deliver recommendations to inform a marketing strategy for Tracy Simpson’s financial advisory services for women.
Approach
1. Deliver a thematic literature review of academic articles, research reports by government agencies and financial institutions and media reports, analysing and synthesising findings about women’s relationships with the financial services industry and the barriers and enablers affecting uptake of services.
2. Conduct an online survey to explore consumption of and attitudes towards financial services and identify the requirements of a successful financial advisory service for women.
3. Assess the client’s online footprint and current marketing performance through the analysis of a Google Ads promotional campaign over a three month period.
Impact
This project enabled the client to make informed strategic decisions about the ways in which its services should be developed and how they should be marketed in order to attract new business from the target population. The project outputs increased the client’s knowledge and capability to meet women’s financial services needs and, in this way, achieve a key strategic business objective.
Code-Switch supported the delivery of this project as part of The University of Manchester’s Collaboration Labs programme. This programme was funded by the ESRC NPIF Accelerating Business Collaborations account.
Our Associate Research Consultants:
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Alexandra Ciocanel, PhD Researcher in Social Anthropology, University of Manchester
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Alina Mclellan, PhD Researcher in Linguistics, University of Manchester
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Arinze Ekwem, PhD Researcher in Business and Management, University of Manchester
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