/* global window */ // Content object for the Sample Report renderer (blog/blog-report-tpl.jsx). // Produced by the Writer->Editor->Humanize->Proofreader chain; // draft in blog/pipeline/drafts/retail-investor-attitudes.md // Source: one real, fully anonymized study of 133 engaged North American // retail investors, fielded May 2025. No client/platform/person names. window.__REPORT__ = { slug: "retail-investor-attitudes", title: "What retail investors actually trust (and what they only say they do)", lane: ["FINANCE / RETAIL INVESTING", "FIELDED MAY 2025"], heroTags: [ { label: "SOURCE-LINKED" }, { label: "ANONYMIZED" }, { label: "n = 133" }, { label: "US + CANADA" }, ], heroMeta: [ { dt: "METHOD", dd: "AI-moderated interviews + survey" }, { dt: "SAMPLE", dd: "133 usable (1,005 entered · 232 eligible)" }, { dt: "AUDIENCE", dd: "Active retail investors, trading weekly+" }, { dt: "SPLIT", dd: "70% male · 30% female · 89% ages 25–54" }, { dt: "REGION", dd: "56% US · 44% Canada" }, { dt: "FIELDED", dd: "May 2025" }, ], summaryPre: "Across 133 engaged North American retail investors, what people say drives a decision and what actually drives it pull apart. Stated risk tolerance runs higher than revealed behavior", summaryMid: "and the diligence investors describe rarely survives a busy week. 80% want to understand their holdings more deeply but find public information hard to find or read; 68% have abandoned an investment because the information defeated them. Meanwhile a growing share now trust a stranger's post over their own research", summaryPost: "The gap between the stated value system and the lived experience is where both the risk and the platform opportunity sit.", cites: { c1: { label: "[STATED vs REVEALED]", ref: "EXTERNAL · FINANCIAL PLANNING REVIEW · THOMPSON 2022", body: "Elicited (stated) risk tolerance runs consistently higher than revealed (actual) risk across investor groups, and self-reported risk scores are among the weakest predictors of subsequent behavior (Thompson, 2022, Financial Planning Review). Investors describe themselves one way on the questionnaire and trade another way in the account.", }, c2: { label: "[SOURCE SHIFT]", ref: "EXTERNAL · FINRA FOUNDATION · NFCS 2024", body: "Most-used investment information sources remain institutional — brokerage research and tools (75%), financial professionals (69%), business and finance articles (67%), word of mouth (65%) — but 29% now rely on social media as a source, far higher among investors under 35 (FINRA Foundation, 2024).", }, }, stats: [ { v: "93%", l: "say management track record is critical" }, { v: "80%", l: "want to learn more but find info hard" }, { v: "75%", l: "would invest more if they could follow insiders" }, { v: "68%", l: "have abandoned an investment over info gaps" }, ], findingsHeading: "Five findings — where stated values and real behavior diverge.", findingsIntro: "Each finding links to its source evidence — verbatim quotes, behavioral signals, and the share of respondents who voiced it. The full evidence layer ships in the downloadable report.", findings: [ { num: "FINDING 01", tag: "HIGH IMPACT", tagAccent: true, hi: true, title: "Management quality — sacred in theory, skipped in practice", verbatim: "It's of the utmost importance that you identify people that have taken companies through that stage of growth. So it's one of the key things that I look at.", meta: ["93% say it's critical", "~50% actually check it", "cleanest say-do gap"], timeline: [0.18, 0.42, 0.66, 0.88], }, { num: "FINDING 02", tag: "HIGH IMPACT", tagAccent: true, title: "The silent-educator gap — they want to learn, the material won't let them", verbatim: "It's not difficult to understand the information, it's more difficult to find it… there's so many options out there, you don't know where to look.", meta: ["80% want to learn", "55% find info hard to read", "30% blame jargon"], confidence: 0.8, confidenceLabel: "SHARE OF RESPONDENTS", }, { num: "FINDING 03", tag: "HIGH IMPACT", tagAccent: true, title: "The \"trust me, bro\" shortcut — borrowed conviction beats solo diligence", verbatim: "It would be easier to follow industry insiders… they are the pros. You're getting an insight into how they do things, then you can shadow what they're doing.", meta: ["75% would follow insiders", "demand for a trusted shortcut"], confidence: 0.75, confidenceLabel: "SHARE OF RESPONDENTS", }, { num: "FINDING 04", tag: "MED IMPACT", title: "Information dissonance — more sources, less clarity", verbatim: "You're trying to have a crystal ball and see if you're making the right decision… there's so many options out there that you don't know which one.", meta: ["68% stopped by info gaps", "52% can't find trusted info", "58% struggle to forecast"], confidence: 0.68, confidenceLabel: "SHARE OF RESPONDENTS", }, { num: "FINDING 05", tag: "MED IMPACT", title: "The due-diligence mirage — stated rigor, revealed skimming", verbatim: "The only thing that stopped me is I just don't have the time to review all of the information out there, so I typically don't take advantage.", meta: ["60% cite info overload", "40% cite lack of time", "skimming, not deep dives"], confidence: 0.6, confidenceLabel: "SHARE OF RESPONDENTS", }, ], recommendation: { heading: "Lead recommendation surfaced from Findings 02 + 03", title: "Be the silent educator", body: "Stop shipping more information; ship trusted synthesis. Translate jargon at the point of friction, make leadership vetting a glance instead of a project, and route the shortcut instinct through verified signal — not message-board noise. Every finding points at the same gap: investors don't lack desire or data, they lack a trustworthy path from data to decision.", tags: ["80% WANT TO LEARN", "75% SEEK SHORTCUTS", "TRUSTED SYNTHESIS", "133 PARTICIPANTS"], confidence: 0.8, confidenceLabel: "EVIDENCE STRENGTH", }, evidenceHeading: "Two verbatims behind the say-do gap.", evidence: [ { time: "—", speaker: "DUE-DILIGENCE MIRAGE · 60%", body: "The information is always there. The only thing that stopped me is I just don't have the time to review all of it, so I typically don't take advantage.", tags: ["TIME · 40%", "THEME · OVERLOAD", "FINDING 05"], }, { time: "—", speaker: "SILENT-EDUCATOR GAP · 80%", body: "Yes, I do find some of what I'm searching for hard to find. Even if I know it's publicly available, it's not always easy to track down.", tags: ["FIND INFO · 50%", "THEME · ACCESS", "FINDING 02"], }, ], personasHeading: "Five investor personas — segmented from interview behavior.", personasIntro: "Built from interview behavior, structured survey data, and verbatim language, each with its share of the sample and the line that defines it. Share ranges are from the study; they overlap because personas are tendencies, not bins.", personas: [ { share: "30–40%", tag: "MAIN PERSONA", name: "The Time-Starved Pragmatist", quote: "The information is always there. The only thing that stopped me is I don't have the time to review all of it.", about: "25–54, broad appeal. Not uninterested in detail — simply out of time. Lives on news summaries and analysis platforms, rarely deep in filings. Wants at-a-glance risk and quick research pathways.", }, { share: "25–35%", tag: "EASY WIN", name: "The Data-Rich, Insight-Poor Vigilante", quote: "I find it difficult to find information I can trust and that's accurate… and the complex terms used.", about: "25–44, tech-comfortable, monitors daily or intraday, trades weekly+. Diligence driven by information anxiety, not mastery. Needs tools that curate data into signal from noise.", }, { share: "20–30%", tag: "VALUES-DRIVEN", name: "The Aspiring Ethicist, Pragmatic Investor", quote: "If it's ethical, I may look the other way on a negative track record, even if the company is performing well.", about: "35–54. States ethics and values as criteria, but financial pragmatism usually wins — a clear aspiration-action gap. Needs quantifiable ESG sitting next to the financials so ethical alignment isn't extra work.", }, { share: "15–25%", tag: "SHORTCUT SEEKER", name: "The Outsourced Confidence Seeker", quote: "It would be easier to follow industry insiders… they are the pros, so you're getting insight into how they do things.", about: "Any age, often newer or feeling less financially literate. Trades monthly or quarterly; leans on word of mouth and newsletters. Wants expert-consensus insight and rationale-backed recommendations.", }, { share: "15–20%", tag: "ENGAGED VERIFIER", name: "The Cautious Delegator, Silent Verifier", quote: "I understand the industry, but I'm concerned about my investment and I'm going to find a new partner to do my job.", about: "35–64, higher portfolio values. Likely has an advisor but still cross-verifies against news and IR sites. Advisory isn't set-and-forget — wants tools for engaged advisor-client partnership.", }, ], gateTitle: "Get the full report — every purchase driver, all five personas, and the verbatim evidence behind each.", gateDesc: "Drop your work email. We'll send the full report (PPTX and CSV available on request). No marketing follow-up unless you ask — we hate it too.", gateIncluded: ["Full PDF", "Editable PPTX", "CSV findings export", "All participant verbatims"], related: [ { href: "/blog/sample-report.html", report: true, lane: "REPORT · 14 min", date: "Oct 2025", title: "The challenger's playbook — beating the Giants in sportswear (n=259)", excerpt: "Where brand worship gives way to proven value: comfort, peer trust, and the say-do gap in apparel.", author: "NeroView Research", meta: "Consumer / Sportswear", }, { href: "/blog/synthetic-vs-human.html", lane: "INDEX · 7 min", date: "May 2026", title: "Synthetic vs. human research: when each one wins", excerpt: "A practitioner's decision matrix for the silicon-sample era — where simulated respondents earn the call and where they quietly lie to you.", author: "NeroView Research", meta: "Methodology", }, ], };