Marketing research

Escalent wins groundbreaking research award at Marketing Research & Insight Excellence Awards

LIVONIA, Michigan – (COMMERCIAL THREAD) – Escalent is honored to announce the recognition of one of its financial services research teams as the winner of the 2021 Quirk Groundbreaking Research Project Award. Quirk’s recognized the team for their innovation, going beyond best practices to ensure research could influence long-term and broader business goals. The winning project, resulting in the study Seeing the invisible: the role of gender in wealth management, was executed with Merrill to understand gender biases in investment relationships.

“We are very proud of the accomplishments of this team,” said Melissa Sauter, CEO of Escalent. “This project is a shining example of how our teams push the boundaries to uncover valuable information. Through innovative approaches, they uncovered gender biases in wealth management and worked closely with our client, Merrill, to make women feel seen and heard in the investment world.

From virtual one-on-one interviews with advisors incorporating webcam eye tracking for conscious / unconscious physical cues, lexical and body language analyzes to interviews, focus groups with female investors and In a quantitative online survey, Escalent used cutting edge techniques to systematically find out if, when and how women encounter negative stereotypes in the world of financial advice as well as the impact of subtle gender biases on their financial futures. Research has identified unconscious behaviors that will help Merrill mitigate systemic biases internally and in the financial services industry at large.

The awards, organized by Quirk’s Media, highlight professionals, brands and products that have a significant impact on marketing research. Categories include recognitions for the best projects, MR tools, and those who use their talents to make the world a better place. The virtual awards ceremony took place on Tuesday, November 9.

About Escalent

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