Expertise

Research

Both Magnus and Nils have experience in all of the qualitative and quantitative research methodologies employed by professional researchers. At Sector Analysis, Magnus offered marketing research to the asset management industry in Europe from 1994 to 2003. Sector's flagship survey European Investor Focus was based on large surveys cocnsisting of 1,000 interviews each year, Sector delivered a huge range of measures and insights to its 60 asset management clients.  Among Sector's findings was the first measurement of the size of third party fund industry in Europe in 1995, and it was the only market commentator able to do this until 2004.  At Kae, Nils developed an expertise in applying conjoint methodologies to financial intermediation and institutional investment using techniques such as Maximum Differential and Perceptual Mapping.  Both Magnus and Nils are skilled Executive interviewers and enjoy holding panel discussions and facilitating idea generation workshops.

Marketing

Magnus Spence has written widely on Marketing issues such as Distribution, Customer Segmentation and Branding. He is the Chairman of a leading Marketing group in Asset management (see Networks) and is also a Business Leader member of the Marketing Society in the UK. Nils Johnson is recognised by his clients as an expert advisor in the development and execution of strategic marketing plans including; market positioning, customer segmentation, competitor analysis and product development. He has written on these topics in the past and continues to voice his support for a stronger strategic marketing agenda in the financial services industry for the future.

Sales

Nils Johnson has over 25 years experience in Sales and Business Development for financial institutions in wholesale banking and financial markets. His particular expertise is in developing Value Based Sales Propositions for complex financial products and in creating knowledge based CRM tools for business to business account management.