This audience study examined customer’s feelings, views, and attitudes towards not only AI-adoption, but their current financial structure, allowing us to empathize and identify key opportunities.

If we understand our target audience’s fears, desires, likes, dislikes, we are better prepared to design an experience that connects directly with them, builds brand loyalty, and guarantees product success.

If we were to apply our findings to building out an experience that introduces a new AI financial advisor product, we would design an experience around:

• Safety: a welcoming and inviting environment that diffuses any anxiety

• Personalization: there could be 5 or 5000 people there but every individual feels that this event is for them

• Building trust: including success stories, digestible facts, and reminders of the brand’s track record would all be utilized to build confidence {and excitement} around the new product

• Accessibility: bridging what is already known and trusted with what is new and uncertain is necessary for an experience like this, inviting familiar faces and creating spaces for connection would help to ensure this