STATE OF PLAY
An independent wealth fund plans to expand investment in the United States significantly over the next 5-10 years. As the firm expands in the U.S., it wanted to gain a better and more robust understanding of how they are currently perceived in the country, and how its roots and business ties in Asia, perceived connections to U.S. adversaries, and involvement in particular sectors, might impact that perception.
ACTION
To assess the U.S. perception of the firm, Narrative took a multi-pronged approach:
Messaging & Stakeholder Perception Audit - The first step was a messaging and stakeholder perception audit, compiled primarily through desk-side research. This consisted of strategic research into how media and third-party stakeholders perceive and cover the firm. Additional research included an assessment of industry peers and a review of the firm’s portfolio companies to identify and evaluate risk areas.
In-Depth Interviews & Insights - To shape messaging recommendations, Narrative conducted a series of in-depth interviews with the firm’s North American leadership. These interviews were conducted to better understand internal perceptions, opportunities, and challenges, as well as first-hand market anecdotes.
Focus Group Research - Lastly, two focus groups were facilitated with Washington, D.C.-based policy elites and influencers, including an oversample of right-leaning audiences. This work helped our client better understand commercial risks and opportunities in the current political environment.
IMPACT
Our team delivered a 70+ page report that has successfully guided this investment fund’s positioning in the U.S. market, reoriented its communications strategies and messaging, and prepared it for potential issues that may arise with additional scrutiny and public attention.
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