The report (Money Marketing, October 25) that Marlborough Stirling's research has found that 53 per cent of people prefer not to meet their financial adviser in person flies in the face of general perceptions.
It also contradicts other (perhaps more disinterested) research studies as well. Typically, you would expect to find that some 70 per cent of people prefer face-to-face advice – not surprising, given the complexity of financial decision making and the quality of service available from IFAs.
What you learn from these research studies depends entirely on what questions you ask, how they are phrased and who you ask. In this case, what is meant by “advice”.
All that usually depends on where you sit in the supply chain. It would indeed be surprising if a software firm were not able to substantiate through “research” that people prefer remote channels. Exper-ience would suggest otherwise.
Principal, PMP Marketing, Cheltenham