breakthrough market research

reserved for the most

forward-thinking financial firms




Creative agencies don’t specialize in research. Researchers don’t specialize in marketing. Our strategies offer the missing link between deep industry insights and creative executions that get results.





We conduct custom market research informed by the social, cultural and psychological sciences. Rather than lead you through a diluted “discovery” exercise or offer more behavioral information about your B2B and B2C targets, we speak to them directly and identify the sources of meaning that motivate their actions—from the expressive and emotional benefits of a calculated consumer choice to the underlying values that differentiate one advisor’s practice from another. Our research gives financial marketers the competitive advantage of scientific insight into what makes their targets tick.

We offer extensive research services, including:

Advisor & Investor Recruiting

Qualitative Interviewing

Ethnography & Participant Observation

Focus Group Moderation

On-line & Virtual Interviewing

Survey Design & Analysis

Brand Awareness Studies

User Experience Testing



While our research hones in on the meanings that motivate behavior, our communication strategies go one step further: they make actionable the formal areas of social science research that illuminate those meanings and empower effective communication. It’s one thing to discover advisors are more motivated by the costs than the benefits of a broker-dealer transition. It’s yet another to leverage the latest research on loss aversion for a recruitment campaign advisors can’t ignore. Our strategies translate research-backed social science insights into clear and compelling creative action plans.

We develop strategies for a wide variety of communications initiatives, including:


Collateral / Brochures / Sales Materials

Advisor Recruiting Campaigns

Lead Generation & Nurturing

Shareholder Communications

Advertising Campaigns (traditional and new)

Media Planning and Buying

PR & Earned Media Strategies

Social Media Techniques


Email Nurturing Campaigns

Marketing Automation Practices


Practice Management Tools

Thought Leadership & Content Development

New Product Development & Launch

SEO Strategies

Experiential Marketing

Mobile Apps


Our strategies direct the development of highly targeted, cutting-edge creative communications. They tether the creative process to scientific insights and thereby eliminate the uncertainty of design-centered solutions. A Riedel Strategy gives clients and creative partners objective criteria by which to execute their communications initiatives and unshakeable confidence in the capacity of the creative process to deliver groundbreaking results.

Some of the creative partners we collaborate with include:

Marketing Automation Providers

Writers / Content Developers

Social Media Specialists

Media Buyers & Planners

Internal Marketing Departments

Web Developers

Creative Agencies

PR Firms


We understand the complex regulatory concerns of financial services marketers and are wholly dedicated to maintaining a professional level understanding of the industry and its most current B2B and B2C trends. We work tirelessly on the development and execution of each strategy and partner with a limited number of financial services providers annually, including:

Asset Managers



Insurance Companies


"Riedel Strategy is an indispensable partner and a proven strategic planner.  They are extraordinarily collaborative and act as a seamless extension of my marketing team. Their insights challenge us and push our communications to the next level. Their vast knowledge of the financial services industry allows us to move quickly without wasting valuable time—and time is money!”


Merrillyn J. Kosier

Chief Marketing Officer

Ariel Investments

"Riedel Strategy gave our team deep insight into the psychology of how advisors experience a broker dealer transition. These insights differentiated us from our competitors and inspired cutting-edge creative that continues to deliver record breaking results for our firm."




Susan Theder
Chief Marketing Officer
Cetera Financial Group

To see if we're a fit for your marketing objectives, contact us for a complimentary consultation.


We’ve worked on the client side. We’ve worked on the agency side. We know the time and expense involved in “brainstorming” creative solutions. We also know the desperation of ending gridlocked in differences of opinion. We commend the search for more objective foundations. And yet the task of having to translate market research into actionable marketing solutions can be overwhelming.


That’s why we established Riedel Strategy—a consultancy that inspires captivating creative through the power and depth of the social sciences. Today we take great satisfaction in offering our clients what once was lacking: a lean agency model dedicated to developing communications strategies grounded in how people actually think and feel about financial products and services—their products and services.





Barnaby B. Riedel, Ph.D.

Chief Research Strategist

Barnaby has over 10 years of experience in qualitative and quantitative research. He received his Ph.D. in Comparative Human Development from the University of Chicago and for 3 years served as the Earl S. Johnson Instructor in the Division of the Social Sciences. Barnaby has completed his Series 6 training with FTC and is principally interested in leveraging social science methodologies and theoretical perspectives within the financial sector. Some of the clients he has conducted research and strategy for include Janus Capital Group, Invesco Powershares, Aston Asset Management, Oak Ridge Investments, Cetera Financial Group, Ariel Investments, and Fairholme Capital Management.

Alyssa J. Riedel, M.A.

Chief Marketing Strategist

Alyssa has over 10 years of experience in B2B marketing. She received her M.A. in the Master of Arts Program in the Social Sciences from the University of Chicago. She has spent the past 5 years of her career working in the financial services industry.  During this time she earned her Series 6 and Series 63 licenses, served on the board of directors for the Financial Communications Society, Chicago Chapter, and was a member of the Mutual Fund Education Alliance’s Marketing and Communications Council. Clients she has partnered with include Janus Capital Group, HighTower Advisors, Cetera Financial Group, Ariel Investments, Fairholme Capital Management, RS Investments, and Invesco Powershares.

25131 Steinway Circle     Lake Forest, CA 92630     949.433.5977

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