Developing New Personal Financial Products – Some Evidence of the Role of Market Research

The role of product development within personal financial service organisations is focused on, with particular emphasis on the part played by market research within the process. A major aim is to identify the importance of marketing and market research within respondents′ companies, in terms of the organisation of these functions. The results of a questionnaire sent to organisations providing personal financial services to the consumer are drawn on – new product development within individual companies is investigated, the progression of new products from conception to launch traced, the role of market research within the process identified and the organisation of the marketing function examined.