In a sector where trust is everything, financial services companies can't afford to make the wrong move when it comes to customer engagement. Our EVP Leigh Admirand explores this challenge in her latest article for Finance Derivative, "Modernizing insights: How financial services firms are using real-time research to build better connections."

Leigh makes a clear case: legacy research methods are no longer enough to keep pace with today’s fast-changing consumer expectations. “Only 39% believe that financial service company communications are relevant, and only 41% are satisfied with the messaging they receive,” she writes, pointing to a growing disconnect between financial brands and their customers.

Leigh adds, "Whether it’s evaluating mobile apps, tailoring outreach strategies, best ways to use AI, or bridging urban-rural divides, real-time research helps companies not only understand what people want but also why they respond the way they do."

To close this gap, more institutions are turning to real-time, mobile-first research approaches that go beyond traditional surveys. As Leigh explains, conversational research “engages people in dynamic, familiar formats that mimic how they already communicate on their phones.” This method not only increases response quality but allows companies to surface deeper emotional and contextual feedback, critical for understanding trust, tone, and clarity.

Examples of conversational research in financial services

The article walks through several real-world applications, including:

• A national bank that partnered with local community leaders to test messaging for outreach programs, uncovering subtle perception gaps that would’ve otherwise been missed.
• A financial institution that used mobile video feedback to improve the design of its mobile app, ensuring it worked equally well for digital natives and less tech-savvy users.
• Research that helped one firm balance in-branch support with digital tools by uncovering geographic differences in banking preferences.
• A study that revealed how young, credit-new consumers evaluate financial services — insights that shaped messaging around empathy and education rather than just features.
• Testing comfort levels with AI-enabled banking tools — uncovering that while younger users were more receptive, others expressed concern over transparency and control.

Across these research use cases, conversational research delivered what traditional methods could not: speed, relevance, and depth.

“It enables financial services firms to test assumptions, learn quickly, and adapt communication strategies in real time,” Leigh writes. “Most importantly, it brings the voice of the customer to the center of decision-making, not just in marketing but across product, service, and brand.”

If your financial institution is looking to create stronger, more personalized relationships with your customers and want real-time customer insights, this article is a must-read. Check out the full piece here.