WHAT WE DID
 
I was brought on by The Alt League to lead foundational brand and market entry research for JPMorgan Chase using the 4Cs framework (Consumer, Category, Competitor, Company). The work established strategic direction ahead of a larger global market research initiative. It combined qualitative and strategic analysis to understand how people perceive banking, technology, and innovation and to identify belief gaps that would later be explored and validated through formal market research across international markets.
 
 
WHY WE DID IT
 
While JPMorgan Chase was widely recognized as a leader in banking, there was a persistent perception that financial institutions were too rigid and slow moving to truly lead in technology. This skepticism limited the brand’s ability to be seen as an innovation driver, despite the reality that JPMorgan Chase has built much of the technology shaping the modern financial ecosystem. The initial research was designed to uncover this disconnect and create a hypothesis driven foundation for subsequent market testing.
 
 
MY ROLE
 
• Led foundational brand research using the 4Cs framework to inform downstream market research
• Conducted qualitative analysis to surface consumer beliefs, skepticism, and unmet expectations around banking and technology
• Analyzed category and competitor dynamics to define testable opportunity spaces
• Synthesized early insights into strategic narratives and creative territories
• Partnered with creative teams to translate findings into concepts designed for later validation through market research

 
OUTCOME
 
• Established a clear research backed hypothesis to guide subsequent global market research
• Identified a perception gap between JPMorgan Chase’s technological leadership and public belief
• Reframed the brand from a participant in financial technology to a behind the scenes force shaping the industry’s future
• Delivered insight driven creative foundations structured for testing, refinement, and scale