Our Client Experience

 

Citibank's Investor Psychology Survey Media Outreach Program

In May 2005, Citibank commissioned INSEAD to conduct a survey on investment behavior among individual investors in Hong Kong, Taiwan and Singapore. Ruder Finn Hong Kong was appointed to handle the announcement of the survey results to the Hong Kong media.

The survey, called "The Emotion Behind Investing – A Citibank Study of Asian Investor Psychology", examined investment behavior among Asians and provided a comparative analysis against US trends, and was the first-of-its-kind in the Asia Pacific region. Over 2,500 respondents across the three markets participated in the study.

A press conference was held in Hong Kong at the end of June 2005 to announce the survey results. It attracted reporters from 31 print, broadcast and online media and resulted in 28 pieces of coverage in the following days.

To make the survey announcements more interactive and informative to the media, Ruder Finn Asia proposed the format of a panel discussion, participated by representatives from Citibank and co-sponsors and focused on the attitudes and behavior of Asian investors and their investment patterns. Ms. Lorraine Hahn, famous program host at CNN was invited to facilitate the discussion.