Challenge
Having recently launched a set of differentiated payment propositions for small and medium-sized businesses, a merchant acquiring bank wanted to ensure it stayed on top of product-market fit in an evolving, post-covid landscape.
Approach
I worked as a market research consultant across multiple client engagements. We surveyed and interviewed both current and prospective customers across established and emerging verticals in the small business market segment to map patterns in changing payment needs.
Outcome
After each research cycle, I worked with the client team to make recommendations on what the firm should ‘continue’ to do, where they should ‘invest’, and on the areas they needed to ‘explore’ further. Our recommendations included marketing advice such as which verticals to target and how best to reach them, and product-focused recommendations, like investing in digital self-service and exploring integrations in the accounting and insurance spaces.