정량적 방법과 정성적 방법을 결합해 소비자 습관, 피드백, 의사 결정 요인에 대한 인사이트 확보
과제
고객사는 중국의 선도 인터넷 금융 기업으로, 새로운 트레이딩 플랫폼에 대한 사용자 설문조사를 실시해 사용자들이 생각하는 플랫폼별 장단점뿐만 아니라 이들의 트레이딩 습관과 해당 플랫폼을 선택하는 주요 이유를 이해하고자 했습니다. 또한 지속적인 플랫폼 이용에 영향을 주는 요인과 그 이유를 심도 있게 분석해, 고객이 거래 플랫폼에 대한 투자 전략을 최적화하는 데 도움을 주고자 했습니다.
GLG의 접근법
GLG는 500명의 미국 내 트레이딩 플랫폼 사용자를 사용 빈도에 따라 여러 그룹(사용 빈도 높음, 중간, 낮음, 이탈)으로 나누고 이들을 대상으로 설문조사를 실시했습니다. 더불어 숙련된 컨설턴트들을 통해 다양한 그룹 및 배경의 사용자 10명과 심층 인터뷰를 진행했습니다. 최종적으로 설문 및 인터뷰 결과를 정리 분석하여 조사 보고서를 작성했습니다.
결과
4주간의 철저한 준비 후, 담당 GLG 팀에서 60페이지가 넘는 보고서를 작성해, 트레이딩 플랫폼 선택 시 사용자들의 주요 고려 요소와 과거 플랫폼 사용 경험을 정리하고, 타겟 플랫폼의 다양한 기능이 사용자 참여도에 미치는 영향을 분석했습니다.
전문 컨설턴트가 이끄는 GLG 팀은 4주 만에 정량적 조사와 정성적 조사를 통해 소비자의 트레이딩 습관, 플랫폼 사용 피드백, 의사결정 요인을 심층 분석하여 고객이 플랫폼 투자 전략을 최적화할 수 있도록 지원했습니다.
전문적인 조사 방법
정량적 조사와 정성적 조사를 모두 활용해, 종합적으로 설문조사를 설계, 배포, 분석하고, 전문가와의 심층 인터뷰를 더해 효과적이고 직관적인 인사이트를 확보했습니다.
수준 높은 보고서
10년에 가까운 컨설팅 및 리서치 경력을 보유한 전 BCG 컨설턴트가 주 저자로 참여하여, 고객의 핵심 가설을 여러 관점에서 검증하고 명확하고 논리적인 보고서를 작성했습니다.
세계적인 지식 네트워크를 보유한 GLG는 고객사와 분야별 전문가를 연결해 현실적인 인사이트에 기반한 현명한 의사 결정을 지원합니다. 여러 전문가로 구성된 GLG 팀이 고객사와의 긴밀한 협력을 통해 맞춤 접근법을 제시하여 기간 내에 문제를 파악 및 분석하고 해결안을 찾을 수 있습니다. GLG는 전문적인 의사결정에 필요한 인사이트를 제공합니다.
Hilary Malone PhD, has over 25 years of experience in global drug development, regulatory &government affairs, manufacturing and commercialization within the biopharma industry. Hilary hassignificant board level and executive committee experience including large scale organizationalrestructuring/transformation/integration, major M&A, biotech start-up, capital raising, investorrelations and pre-IPO.
Hilary is currently CEO of Stylus Medicine, a private genetic medicine biotech company. Previously sheserved as CEO of a Series-A neuroscience company. Prior to these roles, Hilary served as COO & EVP atValo Health Inc., Chief Regulatory Officer & SVP at Sanofi Inc., and Chief Regulatory Officer & SVP atPfizer and Wyeth. Previous experience also includes senior regulatory and drug development roles atReata Pharmaceuticals Inc., AstraZeneca plc and GlaxoSmithKline plc.
Hilary also serves on the Board of Directors of Hansa Biopharma and Adthera Bio. Hilary holds a PhD inMolecular Neuropharmacology and a BSc in Physiology.
Dr. Thomas Lönngren is Director at his own company PharmaExec Consulting AB. He is the Chairman of the Board of directors at Egetis Therapeutics AB, Sweden. Dr Lönngren also serves as board member at Compass Pathways PLC, London UK and NDA Group, Sweden. He acts as advisor to the following companies and organizations: NDA group, Sweden, Sweden, Artis Venture, San Francisco, US, Fujimoto Japan, Skin2Neuron Pty Ltd, Sydney, Australia, US, Special advisor to the Centre for Innovation in Regulatory Science (CIRS), London UK. From 2001 until2011, Mr.Lönngren served as the Executive Director of the European Medical Agency. He was previously Deputy General Director of the Swedish Medical Product Agency until 2000. He has a degree in pharmacy and MSc in Social and Regulatory Pharmacy from Uppsala University. He is also an Honorary Member of the Royal Pharmaceutical Society of Great Britain, Honorary Fellow of the Royal College of Physicians in Great Britain, Honorary Doctorate from the University of Uppsala, Honorary Doctorate from University of Bath, UK.
Marie-Anne has built a portfolio of senior advisory and non-executive roles, following a successful international career in the FMCG and Luxury sectors. She is a non-executive director of Haleon, a FTSE100 company listed in 2022 after the demerger from GSK. She is also chairwoman of Haleon Environment and Societal Sustainability committee. She is the executive director of the Pierre Fabre Group where she also sits on the Strategic Committee, and she is a Board Member of The Academy of St. Martin-in-the-Fields, one of the world’s most prestigious chamber orchestras. She is also an angel investor and focuses her time and investments on start-ups with the strongest purpose and impact.
Marie-Anne is also a regular lecturer at HEC Paris on purposeful leadership, and she has created a serious game called “Planet Purpose” to upskill people on sustainability and purpose. Throughout her 35year executive career she delivered a strong track-record of business performance and growth in brands and portfolio in both developed and emerging economies.
As a senior leader with Unilever, she led a number of different personal care categories across France, Spain and the USA – including managing the Dove brand worldwide and culminating in leading Unilever’s global Oral Care division. She also worked for LVMH as Brand General Manager of Dior Perfumes and Cosmetics worldwide. Marie-Anne was also Vice-President of Imagine for Margo – Children with Cancer for ten years, a charity she helped found in 2011 with the goal of eradicating children’s cancer. The charity is the #1 charity focused on child cancer in France and has fundraised more than €14m since its creation. Marie-Anne is a graduate from HEC Paris. She is married and has two children aged 29 and 26.
Patrick Jephson is a consultant, journalist, broadcaster and New York Times bestselling author, based in Washington D.C. He is a published authority on corporate and personal branding and crisis communications, addressing conferences worldwide as well as events at the U.S. State Department, the American University and the Annenberg School for Communication and Journalism.
With more than twenty-five years’ experience in the government, luxury and family office sectors, Patrick’s portfolio has included globally admired brands as well as national agencies and NGOs. He has also worked on reputation and legacy briefs with European, Middle Eastern and Asian families, including royalty. He now writes, presents, and advises on factual and drama TV programs, appearing on every major American and many international networks. He was recently an expert consultant to the award-winning Netflix series The Crown and provided live commentary on the Coronation of King Charles.
Patrick owes much of his practical communications and protocol experience to Princess Diana, who chose him to be her equerry and only private secretary/chief of staff. He served the Princess for eight years, responsible for all aspects of her public life, global humanitarian initiatives, and private organization. Having worked for an internationally high-profile woman (and as the father of two professionally successful daughters) he feels a special affinity for cross-cultural, gender and perception issues.
Patrick was born and raised in Ireland and holds a master’s degree in political science from Cambridge University. As an officer in the British Royal Navy, he served all over the world before being selected for royal duty. He is a citizen of the U.K., U.S.A., Ireland, and Canada.