East & Partners is a leading specialist business banking market research and analysis ﬁrm. Since 1987, the firm’s core expertise has been in the provision of analysis and advisory services tailored for the commercial, business and institutional banking markets across Asia Pacific, Australasia, Europe and North America. East’s research is based on more than 75,000 direct interviews annually across the globe on customers’ interactions and relationships with their financial service providers. These interviews are conducted face to face or over the telephone with key decision makers including CFOs, treasurers, finance directors and business owners. Strict non-disclosure agreements are entered into with all interviewees where asked for, ensuring honest and confidential dialogue. East has never given incentives for businesses to participate nor needed to. The research encompasses all business segments from Micro Businesses with an annual turnover of $1–5 million through to large corporates and institutions with annual turnovers of $725 million plus. Measuring and forecasting underlying customer demand is a core competency for East, using the voice of the customer to drive insights, actionable strategy imperatives and product recommendations for client banks and financial service providers.