Who are the Best Prospects for Specific Financial Services? MacroMonitor Marketing Report Vol. IV, No. 4 July 1999

Most institutions believe that the best way to find new prospects for a particular financial product or service is to look at current owners/users of the product and service. Others believe that one should instead explore the characteristics of people who do not own or use the specific financial product or service, but are likely to obtain it in the near future. Underlying these two schools of thought are two basic questions: Does the acquisition of a specific financial product or service satisfy the need? Or is the ownership or use of a particular product an enhanced predictor of future purchase?

Likelihood to Obtain Vehicle/Financing
Likelihood to Obtain Vehicle/Financing

This report initiates the process necessary to answer the questions. It explores the following areas of financial services: investments, retirement products, accounts, equity credit, vehicle financing, consumer credit, credit cards, health insurance, life insurance, financial advice, and PC financial services. Findings from the report indicate that three basic patterns exist. In the most common pattern, recent purchasers correlate with likelihood of potential purchase. The second, almost equally strong, pattern demonstrates that households that currently own a product represent the best potential market. However the third pattern, which is evident in only a handful of products, strongly suggests that the greatest potential may exist among nonowners.