| THE RESEARCH PROCESS
01.
We began our research by analyzing key market trends both locally and internationally, focusing on digital wallets and the client's target market segment. Additionally, we conducted a competitive analysis, examining the client's direct competitors to understand their value propositions and customer appeal.
02.
As the project progressed, we identified misalignment among the client’s team leaders regarding the client's vision. Through in-depth interviews with key stakeholders, we uncovered key perspectives ranging from strategic direction to operational challenges that needed to be addressed before the product launch.
Our findings were synthesized into a vision document and an insight presentation, ensuring clarity and alignment across the organization. and providing us with clear topics to develop in our on-site research process.
03.
We carried out field research across four cities in El Salvador, exploring the daily lives, needs, and preferences of over 30 young people.
Our methodology included in-depth interviews, shadowing, and a diary study, enabling us to gather valuable insights on key topics such as daily routines, money management, banking relationships, and perceptions of digital wallets.
04.
Our research process led to the identification of eight key insights crucial to shaping the client's market strategy. Additionally, we developed user personas, providing a deeper understanding of the diverse target audience and ensuring a more tailored approach to their needs.
As a result of this research process, our client’s team gained a deeper understanding of their customers and was able to strategically plan for the upcoming product launch using research-driven insights.
