The Next Market Cycle:
Institutional Investors See Opportunity & Need For Bold Strategies
In the face of high inflation, market volatility & a potential recession, institutional investors are looking to revise their strategies.
The Wall Street Journal news organization was not involved in the creation of this content.
In Association with
Prepared by
The Wall Street Journal | Barron’s Intelligence Group in collaboration with GRP Media &
Erdos & Morgan conducted an in-depth survey in late summer 2022 of 1,000+ Institutional Investors across the U.S. with $25M+ AUM.
Marketers and brand leaders have long assumed that B2B buying decisions are based solely on logical factors, such as ROI calculations. But a growing body of research reveals that emotional connections—particularly feelings of trust and confidence—play a significant role in how business decision-makers choose their suppliers.
In fact, surprisingly, B2B purchase decisions have shown to be just as driven by emotions than consumers’ buying decisions—if not more.
WSJ Intelligence, the research unit of The Wall Street Journal | Barron’s Group, and market research firm B2B International teamed up to better understand the B2B purchase journey and where decision-makers turn for information around brands before deciding which ones to work with.
We surveyed 1,601 companies with at least $250 million in annual revenue. Each had taken on new suppliers over the prior 12 months, and we asked them to reflect on a “winning” and “losing” brand. In our new “Trust Your Decisions” report, we reveal our findings of how the purchase journey realistically occurs and, perhaps most groundbreakingly, the key content and channels B2B decision-makers rely on for information before choosing their suppliers.
Source WSJ | Barron’s Group Institutional Investors Study, conducted July-August 2022; Base: Total n=1,006.
Source WSJ | Barron’s Group Institutional Investors Study, conducted July-August 2022; Base: Total n=1,006.
Institutional investors are gaining more influence as managers of client assets, with
9 in 10
directly involved in client portfolio construction & most having final say in the asset firms & classes they use.
80%
agree there’s a greater need to completely rethink portfolio construction.
As institutional investors plan for the upcoming year, The Wall Street Journal | Barron's Group brands are indispensable.
31
Media brands measured in the study
WSJ | BG brands lead in value, importance & providing crucial market data & investment strategies to this audience.
In the face of high inflation, market volatility & a potential recession Institutional Investors are looking to revise their strategies
In the face of high inflation, market volatility & a potential recession Institutional Investors are looking to revise their strategies
In the face of high inflation, market volatility & a potential recession Institutional Investors are looking to revise their strategies
Institutional investors are gaining more influence as managers of client assets, with
Institutional investors are gaining more influence as managers of client assets, with
9 in 10
agree there’s a greater need to completely rethink portfolio construction
80%
Media brands measured in the study
agree that active investments help to better adjust to changing market trends and short-term market movements.
3 in 4
agree there’s a greater need to completely rethink portfolio construction
80%
agree there’s a greater need to completely rethink portfolio construction
80%
About GRP Media
GRP Media is an independent full-service media strategy and buying agency. The Chicago-based firm has been serving a wide range of clients since 1996 and is especially experienced working with financial services clients and the various publishers and platforms serving the financial sector. GRP Media’s current financial client roster includes American Century Investments, Amplify Investments, FlexShares and Northern Trust. For more information, please contact Bob Porcaro at porcaro@grpmedia.com or visit grpmedia.com.
The Wall Street Journal | Barron’s Group gleans trusted journalism for the ambitious. Unrivaled news and data reporting across print, digital, mobile, social and video platforms — The Wall Street Journal, Barron’s, MarketWatch & Investor’s Business Daily provide expert commentary and insight that moves markets and powers critical decision making. For more information, please contact press@wsjbarrons.com.
About The Wall Street Journal | Barron’s Group
In the face of high inflation, market volatility & a potential recession, institutional investors are looking to revise their strategies.
The Wall Street Journal | Barron’s Intelligence Group in collaboration with GRP Media & Erdos & Morgan conducted an
in-depth survey in late summer 2022 of 1,000+ Institutional Investors across the U.S. with $25M+ AUM.
GRP Media is an independent full-service media strategy and buying agency. The Chicago-based firm has been serving a wide range of clients since 1996 and is especially experienced working with financial services clients and the various publishers and platforms serving the financial sector. GRP Media’s current financial client roster includes American Century Investments, Amplify Investments, FlexShares and Northern Trust. For more information, please contact Bob Porcaro at porcaro@grpmedia.com or visit grpmedia.com.
About GRP Media & Erdos & Morgan
In the face of high inflation, market volatility & a potential recession, institutional investors are looking to revise their strategies.
The Wall Street Journal | Barron’s Intelligence Group in collaboration with GRP Media & Erdos & Morgan conducted an in-depth survey in late summer 2022 of 1,000+ Institutional Investors across the U.S. with $25M+ AUM.
GRP Media is an independent full-service media strategy and buying agency. The Chicago-based firm has been serving a wide range of clients since 1996 and is especially experienced working with financial services clients and the various publishers and platforms serving the financial sector. GRP Media’s current financial client roster includes American Century Investments, Amplify Investments, FlexShares and Northern Trust. For more information, please contact Bob Porcaro at porcaro@grpmedia.com or visit grpmedia.com.
About GRP Media & Erdos & Morgan
Erdos & Morgan is a leader in financial and political media market research offering a wide range of full-service custom and syndicated media research capabilities. For over 75 years, Erdos & Morgan has provided impactful insights and information used for planning and strategic decision making.
About Erdos & Morgan
The Wall Street Journal | Barron’s Group gleans trusted journalism for the ambitious. Unrivaled news and data reporting across print, digital, mobile, social and video platforms — The Wall Street Journal, Barron’s, MarketWatch & Investor’s Business Daily provide expert commentary and insight that moves markets and powers critical decision making.
About GRP Media & Erdos & Morgan
The Wall Street Journal | Barron’s Group gleans trusted journalism for the ambitious. Unrivaled news and data reporting across print, digital, mobile, social and video platforms — The Wall Street Journal, Barron’s, MarketWatch & Investor’s Business Daily provide expert commentary and insight that moves markets and powers critical decision making. For more information, please contact press@wsjbarrons.com.
About The Wall Street Journal Barron's Group
