ASSISTING LEADING AMC IN UNDERSTANDING HNWI’S INVESTMENT DECISION MAKING PROCESS

• The client sought to gain a comprehensive understanding of the investment decision-making process of High-Net-Worth Individuals (HNIs) in India for Portfolio Management Services (PMS) and Alternative Investment Funds (AIFs). The research aims to identify key drivers of HNIs investment choices to optimize the client’s product offerings and maximize revenue growth in these segments.
• Our focus areas of research were:
  • To comprehend the path to purchase of High-Net-Worth Individuals in PMS and AIFs
  • To assess the conversion rate at each stage of the customer journey and map the critical touchpoints
  • To comprehend key decision-making factors for HNIs’ investment choices
  • To evaluate the client brand performance against competitors across key performance indicators (KPIs).

Our researchers designed a 360-degree approach employing secondary research and qualitative telephonic interviews.

• Our researchers began the engagement with gaining a comprehensive understanding of the Indian wealth management landscape for HNIs thorough in-depth secondary research.
• Our researchers further conducted primary interviews with HNWIs to gain nuanced understanding of the factors influencing their investment choices in Portfolio Management Services (PMS) and Alternative Investment Funds (AIFs). Detailed conversations were conducted to capture the following insights:
  • HNWIs investment preferences and behaviour
  • In-depth insights related to investment journey (pre-investment, during investment and post investment)
  • Overall satisfaction with AMCs and willingness to recommend
  • Brand perception

To ensure access to a qualified pool of High-Net-Worth Individuals (HNIs), Novus Insights leveraged its established network of HNIs as well as utilized the "Opinion Edge" platform developed by our sister concern company specifically for interviewing HNWIs.

• India: Metro Cities