How Easy Crypto Positioned Itself as an Industry Thought Leader with Protocol Theory's Consumer Insights

Easy Crypto, New Zealand’s largest and most popular crypto exchange, sought to position itself ahead of the next market surge by demonstrating expertise and credibility through a thought leadership-driven PR and media campaign. The company wanted to explore and profile the next wave of crypto users in New Zealand, highlighting the opportunities for digital assets to address existing financial tensions—such as the increasing unaffordability of property investments. To form the foundation of this campaign, Easy Crypto engaged Protocol Theory to conduct in-depth consumer research.

“We are delighted with the consumer research that the Protocol Theory team have recently conducted in our main market. The depth of their knowledge combined with their collaborative approach with our broader executive team meant we were able to develop unique and impactful insights that are now shaping our go-to-market strategy for the foreseeable future. In a market that we have operated within for several years, the Protocol Theory team used their experience to bring us actionable new insights and fresh ideas that we just hadn't expected. An agile team that we'd recommend to anyone looking for skilled and insightful consumer research.”

Protocol Theory conducted extensive research to uncover key insights about New Zealand investors

We developed and executed a quantitative research study involving over 1,000 nationally representative New Zealand adults. The survey examined a wide range of individual, sociological, and economic factors, focusing particularly on attitudes and behaviors related to cryptocurrency. Utilizing advanced statistical analysis, we identified key themes, findings, and narratives that would shape the final report.

Revealing shifting investment perspectives and the potential for crypto adoption

Our research uncovered several culturally significant themes, including major shifts in how New Zealanders perceive financial investment. Notably, nearly 50% of New Zealand adults have either owned crypto or are considering it, driven by dissatisfaction with traditional financial systems. We also identified key barriers to adoption, such as the need for increased regulation and education to further accelerate crypto adoption among New Zealand investors.

A successful media campaign solidified Easy Crypto's industry leadership

The insights from our research formed the basis of Easy Crypto's inaugural thought leadership report, "The Next Wave of Crypto Users in New Zealand." The subsequent media campaign was highly successful, garnering coverage from numerous outlets, including the New Zealand Herald—the nation's leading and most respected newspaper. The positive media and consumer response significantly enhanced Easy Crypto's brand equity and reinforced its position as a category leader. ◼️