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Project Year
2022
Role
Design Lead
Narrative trading for the Mainstream Investor
With the rise of meme stocks and the participation of retail investors on social media platforms, the Charles Schwab team embarked on a mini-lab project to investigate this new investing phenomenon.
Overview
With the rise of meme stocks and the participation of retail investors on social media platforms, the Schwab Innovation team embarked on a mini-lab project to investigate this new investing phenomenon. Meme stock investing became popular for its high returns and speculative nature, bringing a surge of younger, non-traditional investors into the market.
Project Goals
Investigate Investor Motivations: Understand why retail investors are attracted to meme stocks and the underlying motivations behind their choices.
Segment User Behaviors: Identify the different types of meme stock investors and their unique characteristics.
Deliver Proof of Concept: Design and Test PoC for potential new product strategy.
Inform Strategy: Provide actionable insights for product and engagement strategies at Charles Schwab.
The Process
Investor Segmentation
Through data analysis, the team identified different segments of meme stock investors with varying motivations, risk profiles, and behaviors. These segments helped create targeted personas for further qualitative research.
Key Segments
Sandboxers: Interested in meme stocks but cautious in their approach.
Hail Mary Passers: Individuals seeking financial transformation through risky bets.
The Pivot
During the discovery process, the team noticed certain patterns and made a strategic pivot to explore "Social Buzz Indicators." This shift was due to the realization that social media influence was a significant driver in meme stock investing.
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