The key objective of the study was to identify the profile of private investors who desire to invest in the financial products in Tehran, Iran.

Segmenting the investors basis their interests for different categories and the associated behavior towards such products.

Availability of different products and services in the category.

Understanding lifestyle pattern, habits and behavioral traits.

Passions & aspirations, needs & attitudes, key triggers towards decision on investments.

Brand image of different investment service providers’ among the category segments.

Identify customers’ hidden or untapped needs.


Qualitative methodologies were adopted to achieve the objectives.

In depth interviews were conducted in Tehran.