Female Centered Financial Service Design

#1 Women in Canada control financial assets of $2.2 trillion which is expected to grow to $3.8 trillion by 2028. It’s been fueled by greater education and the pursuit of careers. And yet, while the pay gap has narrowed, the wealth gap continues to widen for women vs. their male counterparts. While we may think that ‘things have changed for women’, in fact, much hasn’t (unpaid care/single parent families lead/ taking time off to look after kids etc). This suggests that women’s financial lives are very different from men’s, with that discrepancy increasing in later years. KEY RESEARCH QUESTIONS •Women’s motivations: what are the drivers of wealth planning for women? Are they different when it comes to need for security & care of family vs accumulation? •Life stage challenges and needs: Child-bearing and caring impact on earnings and retirement planning/ Caring for ageing parents/ Divorce/ Widowhood •Decision making process: tendency to risk vs conservativism; timing to make decisions, saving vs investing, willingness to hold for the long term •Role of and relationship with advisors •Path to purchase in both full and self-service channels: challenges/barriers/biases experienced •Financial literacy: barriers, opportunities #2 Women are earning more, spending more and influencing the majority of purchases; driving the rise of the she-economy. They are seen as a growth market for brands, especially in traditionally male-oriented products and industries such as auto, sports, and technology. These industries are experimenting and learning how to be female-friendly, understanding and speaking to the unique needs of women and unlocking their spending power. And yet, many women say that financial services rarely do a good job of effectively targeting them. In fact, many women cite examples of feeling left out of the financial industry. KEY RESAERCH QUESTIONS •Understanding the language women use when they talk about money •Understanding the emotional response women have to messaging in the financial industry •Understanding the role of the experience and its importance, beyond the product itself •Understanding the time-strapped realities of women and willingness to pay more for time-saving services •Differences in channel usage and incidence for women vs men •Understanding the role and importance of relationships, referrals and recommendations Considerations for female-specific UX design in websites/apps/ATMs This research will be used to demonstrate Ipsos' thought leadership to senior marketers at financial institutions to prove there is a lack of financial products/services designed for women, and ultimately, help to close that gap. Ipsos will provide multiple sources of data (syndicated research, expert interviews, mystery shops, etc.), but students are welcome to reference external data sources. Main communication will take place over e-mail and Google Drive.

Cannabis Research: Budtender Interviewing

Positions available: Two students Do you want to be a part of shaping the future of the Canadian Cannabis industry? We are looking for help interviewing Cannabis Budtenders across Canada. These cannabis experts are one of the most influential customer touchpoints. 1 in 4 customers who enter a store interact with the Budtender and 9 in 10 purchase the products they recommend. That's why we need to understand their perspective on: Their experiences with customers Their thoughts on brands and new product developments How customers are changing as new products are available Their feedback on communication and marketing materials We are in the foundational portion of this research and need help building a database of Budtenders. This will involve telephone interviewing.

Competitive Analysis: Mystery Shop and Customer Experience

Positions available: 2 The “Mystery Shop” and “Customer Experience” business units within Ipsos Canada have transformed over the last few years due to changes in technology. Our lines of business require assistance in assessing the landscape within Canada from both a competitive and opportunity view-point. Today, we are seeking the right resources to help us build an analysis of the current Canadian landscape when it comes to Mystery Shop and Customer Experience. With this in mind, we need a Canadian market analysis report covering: Secondary research on key organizations within pre-determined market segments, including information on current CX (Customer Experience) and Mystery Shop usage, information on key stakeholders, and competitors. Deep dive into the current market trends and players Analysis of the competitive landscape for each line of business Researching existing products and market potential Identification of trends and opportunities in the target market / segments. The final project deliverable is a report including research, analysis, and recommendations. It should assist our teams in successfully prospecting within our target market along with actionable recommendations.

Female Centered Financial Service Design

#1 Women in Canada control financial assets of $2.2 trillion which is expected to grow to $3.8 trillion by 2028. It’s been fueled by greater education and the pursuit of careers. And yet, while the pay gap has narrowed, the wealth gap continues to widen for women vs. their male counterparts. While we may think that ‘things have changed for women’, in fact, much hasn’t (unpaid care/single parent families lead/ taking time off to look after kids etc). This suggests that women’s financial lives are very different from men’s, with that discrepancy increasing in later years. KEY RESEARCH QUESTIONS •Women’s motivations: what are the drivers of wealth planning for women? Are they different when it comes to need for security & care of family vs accumulation? •Life stage challenges and needs: Child-bearing and caring impact on earnings and retirement planning/ Caring for ageing parents/ Divorce/ Widowhood •Decision making process: tendency to risk vs conservativism; timing to make decisions, saving vs investing, willingness to hold for the long term •Role of and relationship with advisors •Path to purchase in both full and self-service channels: challenges/barriers/biases experienced •Financial literacy: barriers, opportunities #2 Women are earning more, spending more and influencing the majority of purchases; driving the rise of the she-economy. They are seen as a growth market for brands, especially in traditionally male-oriented products and industries such as auto, sports, and technology. These industries are experimenting and learning how to be female-friendly, understanding and speaking to the unique needs of women and unlocking their spending power. And yet, many women say that financial services rarely do a good job of effectively targeting them. In fact, many women cite examples of feeling left out of the financial industry. KEY RESAERCH QUESTIONS •Understanding the language women use when they talk about money •Understanding the emotional response women have to messaging in the financial industry •Understanding the role of the experience and its importance, beyond the product itself •Understanding the time-strapped realities of women and willingness to pay more for time-saving services •Differences in channel usage and incidence for women vs men •Understanding the role and importance of relationships, referrals and recommendations Considerations for female-specific UX design in websites/apps/ATMs This research will be used to demonstrate Ipsos' thought leadership to senior marketers at financial institutions to prove there is a lack of financial products/services designed for women, and ultimately, help to close that gap. Ipsos will provide multiple sources of data (syndicated research, expert interviews, mystery shops, etc.), but students are welcome to reference external data sources. Main communication will take place over e-mail and Google Drive.