Challenge: Our client provides an online trading platform for FX trading that is used internationally, and competes with a large number of alternative services. They wanted to know how to keep building their brand with the most active traders and how to make their service more compelling.

Approach: We conducted webcam depth interviews with traders in three countries: Singapore, UK and USA. We also supported the second phase of the project, an online discussion forum to go deeper into specific topics.

Outcome: We identified the purchase path successful traders followed to find different platforms, as well as the perceived strengths and weaknesses in various contexts. The client had a solid basis for continuing to build a strong brand.

Note: Sklar-Wilton was the lead on this project.