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Many of our customers in the corporate treasury and finance industry have been asking for research to better understand how customer needs have changed over the past year and how product trends will shift over the next six months.

Research requests are focusing on a few key areas:

  • Will our customers still love us? Several customers whose products did really well during the remote-work reality of the pandemic need to understand how the objectives of customers and prospects will change as we head back to offices, even part-time.
  • Help us define key customer segments. With targeting even more important to marketers post-pandemic, we’ve seen a number of our customers looking for crucial data points to help define fast-changing trends in key segments of their businesses.
  • Find data to make the case for a new product. New entrants to markets are even more interested in finding compelling data points to help them drive awareness and pull mindshare away from incumbents.
  • I need to make a splash with data. With lots of market upheaval and change, there is a big appetite for vertical market data to make sense of it all. As a result, companies are looking for data to make news and get attention.

If any of these needs seem familiar, I’d welcome the opportunity to talk to you about how Treasury & Risk can tailor a custom research program to help guide and drive marketing programs as we move forward in the second half of the year. For more information on our custom research offerings, click here.


 
 
 

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