There is a general misconception that purchase decisions are based on rationality, especially in categories like retirement planning. In reality, they are also deeply emotional, shaped by hope, fear, uncertainty, aspiration, and life experiences. At the upcoming Quirks Event in Dallas, we will highlight how Jackson and Advanis, through a series of interrelated qualitative and quantitative studies, are unlocking emotional and psychological drivers behind the complex purchase decision that retirement savers face: increasing retirement security through annuities.
We will demonstrate how research can go beyond “insight” and drive customer acquisition:
- Learn how to surface emotional and psychological insights, embed them within a comprehensive decision framework, and use them to influence behavior, accelerate adoption, and support long-term growth in your category.
- Learn how Jackson uses an “intentional research strategy” (vs. “ad hoc” approach) to drive commercial impact.
- Gain inspiration on how relevant and regular internal communication to key stakeholders, for burning corporate challenges, can create meaningful and recognized organizational impact.
There is a growing population of Americans approaching their retirement who are insufficiently prepared to live the life they want. Jackson faced a critical challenge: how to provide retirement savers with a greater sense of security and financial freedom—and equip advisors to guide decisions shaped more by emotion than logic.
The financial service sector is rich in quantitative data that explains what consumers do. Jackson recognized that understanding why consumers behave the way they do, required exploring more human dimensions. In partnership with Advanis, Jackson embarked on an intentional research program designed to uncover emotional, psychological, and behavioral forces shaping retirement decision-making. Together, we combined consumer emotional need states with analytical data to create clear, compelling narratives—designed for internal communication activation and effective dissemination—to drive bottom-line impact. These fresh perspectives shape advisor conversations, refine messaging, and inform marcom, sales and product development strategies. These new strategies resonated powerfully with people preparing for retirement, improving engagement and Jackson’s growth.
This session will help you to understand how revealing the human side of decision-making enables brands across industries to drive seemingly rational product adoption—into business growth.
How to make research actionable inside complex organizations:
This session will show corporate researchers how their studies can maximize impact for their organization’s marketing, product, and sales decisions, regardless of their industry sector. By hearing how Jackson has integrated research findings throughout their organization -conveying insights in many ways beyond just dry reports -we will challenge you to up your game
Embed emotional intelligence and customer needs into your corporate growth strategy:
Attendees will learn how to integrate research program findings across multiple studies to bring together data, emotional drivers, and psychological behaviors to uncover deeper truths about purchase decision-making. Use these insights to drive their organization’s strategic sales, marketing, product development, and innovation frameworks.
Practical and sensible tips to drive intellectual research capital within your organization:
By understanding how to ensure that your research studies maximize their impact within your organization and integrate emotional and psychological behaviors to influence purchasing decisions, your insights team will not only influence the bottom line, but will elevate the need for research within your organization. The presentation will provide tips and tricks to evolve your research buying decisions to be more intentional and impactful within your organization and its business growth.
We look forward to seeing you at Quirks Dallas - reach out if you'd like a discount registration code.
Can't make it? We'd love to give you a 1-to-1 preview.
