We started with a two-pronged approach to gain both a qualitative and quantitate understanding of the domain. For a qualitative approach, we mapped landscape by firm size and average client account size. We then identified a distribution of firms and placed them on the map. Our quantitive approach pulled data from available SEC data (from ADV forms).
We were able to find ten interview candidates. I was generally satisfied that while our sample was small, it was at least distributed among small and large firms. We conducted exploratory/generative interviews, asking questions about clients, perceptions on ESG investments, tooling, and pain points.
From transcripts, we highlighting interesting insights and organized them in Milanote. This allowed us to organize trends, note assumptions, and identify questions and opportunities. From these notes, we put together a presentation to the team, sharing what we learned.