How Investment Analysts Track Shifts in ETF Preferences Over Time
Methodology
Type of Study
Sample Size
Sample Size
Industry
Segment
Sub-Segment
Target Audience
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.