How Investment Analysts Track Shifts in ETF Preferences Over Time

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Methodology

Quantitative, CAWI

Type of Study

Tracker

Sample Size

1,500

Sample Size

1,500

Industry

Financial Services

Segment

Investment Management

Sub-Segment

Mutual Funds & ETFs

Target Audience

Investment Analysts

the challenge

With ETFs evolving rapidly, investment firms need clear insights into shifting analyst preferences. What themes, sectors, or styles are gaining traction—and how do these changes signal where investor money might flow next?

Staying ahead means understanding not just what’s trending now, but what’s consistently gaining momentum.

Our Approach

We launched a monthly tracker using CAWI methodology, surveying 1,500 investment analysts across Canada.

The study examined category movements, allocation patterns, and perception shifts across passive and thematic ETFs over time.

Key Insights

The data showed steady growth in preference for low-cost, broad-market ETFs—especially those linked to tech and ESG indices.

Analysts tracked performance volatility closely but gave more weight to consistency, liquidity, and long-term relevance. Active management appeal remained flat, while thematic ETFs experienced cyclical surges linked to news and economic cues.

Impact

The insights helped portfolio managers align strategy with analyst sentiment and refine product offerings.

Asset managers used the data to anticipate shifts, adjust messaging, and better position ETFs that matched market momentum.

Conclusion

Analyst signals shape ETF strategies. Tracking those signals—regularly and accurately—is now non-negotiable.

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