Send the money home
Services: Customer preferences (U&A), Market Analysis
Sector: Financial Services - Remittances
Challenge: Our client, a market leader in the global remittance field, was considering the opening of branches in a new geographic area, targeting a very specific client group. The potential investment ranked in the millions, meaning high stakes on the “Go / No go” decision.
Approach: Thoroughly understanding this opportunity (and how to approach it) was essential to its successful implementation. AMI conducted a face-to-face customer survey of 300+ respondents focusing on users of specific ethnic origins. The survey results were analyzed and cross-tabbed with demographic and industry data. Furthermore, AMI complemented the research with a competitive analysis of who was currently in the desired space and what market strategies they were using.
Result: The results indicated a positive potential market, if managed properly and along with specific key partners. Our study enabled our client to enter a negotiation process knowing clearly the opportunities and boundaries that lay ahead, thus avoiding potential pitfalls.