A popular payment gateway is currently putting together a new offering targeted at SME merchants in India. Five marketing concepts were formulated and the client wanted to see as per the opinions of SME merchants, which concept should be developed further for launch. MarketGenics was involved in this project for three stages: Recruitment, moderation, and transcription.
Objective was to identify the most compelling concept – the concept that shows most promise – for the payment gateway’s Integrated Financial Solution. The goals are:
1)Owners/ Founder-owners of Businesses that are NOT structured or MINIMALLY structured.
2)CFOs of Businesses that are completely or largely structured.
Our modality was qualitative. In-depth direct interviews were conducted through online medium via Skype and Zoom. All Interviews were recorded with informed consent
Total 24 Interviews
Split across Delhi NCR, Mumbai, Bangalore, Chennai
MarketGenics was given three weeks time to complete project.
Week 1 – Commissioning, Discussion guide, Recruitment
Week 2 – Fieldwork
Week 3 – Reporting
The challenge here was to get the right team of e-com sellers on board to be a part of the direct interview. But, once they were on board, it was a cakewalk to run the interview process. Our respondents who are SME entrepreneurs put forward valuable inputs for the new concept, which were finally been transcribed and reported to the client.
It was heartwarming to get a wonderful review by the client on the successful completion of the project.
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