What We're Solving Now
Real challenges, strategic solutions, measurable impact—see how we help clients navigate high-stakes decisions.
Senior Banking & Wealth Management
Client
Major retail bank expanding senior citizen services
Objective
Understand post-retirement financial behaviors and service expectations
The Challenge
How do senior citizens navigate banking and wealth management decisions during and after retirement? What drives trust, engagement, and loyalty in this demographic?
Our Approach
We conducted qualitative research across multiple cities, examining how seniors approach savings, fixed income planning, investments, wealth advisory relationships, credit usage, and everyday banking. Through in-depth conversations, we mapped their decision journeys, anxieties, expectations, and unmet needs across both transactional banking and wealth management touchpoints.
Key Insights Delivered
The research revealed critical gaps in how financial institutions communicate with and serve this segment. Seniors prioritized trust signals, simplified engagement models, enhanced security perceptions, and relationship continuity over product features. We identified specific friction points in advisory interactions, digital adoption barriers, and evolving expectations around family involvement in financial decisions.
Business Impact
Findings informed a refined service strategy focused on strengthening trust-building mechanisms, simplifying product communication, improving perceived security, and enhancing relationship experiences across banking and investment services—ultimately repositioning the institution's approach to this high-value segment.
Investment Due Diligence - Customer Audit
Client
Venture fund evaluating consumer lending company investment
Objective
Independent assessment of customer base strength and durability before capital deployment
The Challenge
Beyond growth metrics and disbursement data, how resilient is the customer base? What drives loyalty, repeat behavior, and competitive defensibility?
Our Approach
We designed a structured customer audit examining existing borrowers and matched non-customer cohorts. Among current customers, we assessed loyalty depth, demographic composition, selection drivers, perceived competitive advantages, repeat intent, and switching barriers. With non-customers, we evaluated brand awareness, differentiation perception, imagery associations, and adoption barriers.
Key Insights Delivered
The triangulated analysis revealed the true drivers of customer retention beyond credit access—uncovering trust signals, service expectations, competitive vulnerabilities, and segment-specific value perceptions that weren't visible in operational data. We identified which customer cohorts represented durable value versus opportunistic usage, and where brand equity created genuine defensibility.
Business Impact
The fund gained clarity on acquisition quality, competitive positioning strength, portfolio resilience, and long-term retention risks—enabling a more informed investment decision grounded in customer reality rather than growth projections alone.
Pre-Launch Product Validation for Travel Tech Startup
Client
Early-stage startup developing AI-powered tour guide application
Objective
Validate product-market fit and refine offering before launch
The Challenge
Would travelers actually use this? What features drive value? What's the willingness to pay? Where are the friction points?
Our Approach
We conducted idea acceptance testing and guided product simulations with target travelers before launch. Rather than relying on stated opinions, we walked participants through realistic app journeys—trip planning scenarios, on-ground navigation simulations, content interaction patterns—observing behavioral responses, comprehension gaps, and friction points in real time.
Key Insights Delivered
The study revealed critical insights on trial reactions, perceived utility across different travel phases, feature clarity gaps, content credibility signals, download intent drivers, pricing sensitivity thresholds, and repeat usage likelihood. We identified which value propositions resonated versus those that confused, and where the product experience created delight versus friction.
Business Impact
Founders and early investors gained evidence-based direction to refine core value propositions, prioritize feature development, sharpen target segment definition, and optimize go-to-market strategy—avoiding costly post-launch pivots by validating assumptions with real user behavior before committing resources.
How We Help Clients Avoid Costly Market Mistakes
Wealth Banking - Targeting Premium Customers
Client
Leading Private Bank expanding wealth management services
Challenge
Bank was losing high-net-worth prospects to competitors despite premium product offerings. Initial segmentation strategy was failing to convert qualified leads.
The Costly Mistake We Helped Avoid
The bank was targeting wealth customers based on income thresholds alone, missing critical psychographic and behavioral signals. Their messaging emphasized product features rather than addressing the real emotional and practical concerns of affluent customers in emerging Asian markets.
Our Solution
We conducted deep-dive interviews with high-net-worth individuals across three markets, revealing that wealth preservation concerns, family legacy planning, and discretion were far more important than returns optimization. We uncovered cultural nuances around trust-building and relationship expectations that differed significantly from Western wealth management models.
Impact
- Refined targeting criteria significantly reduced wasted marketing spend
- New messaging framework substantially improved qualified lead conversion
- Customer acquisition cost decreased notably within the first six months
- Prevented planned multi-million dollar campaign launch with fundamentally flawed positioning
Product Test - FMCG Launch Failure Prevention
Client
Multinational beverage company planning premium health drink launch
Challenge
Product performed well in home market but company was ready to invest heavily in regional rollout across Southeast Asia.
The Costly Mistake We Helped Avoid
Pre-launch testing revealed that the "health benefit" messaging that worked in developed markets was perceived as medicinal and unappealing in target Asian markets. The premium price point was justified by ingredients that local consumers didn't recognize or value. Packaging design inadvertently used color symbolism considered inauspicious in key markets.
Our Solution
Conducted blind taste tests, packaging evaluations, and concept positioning research across multiple consumers in five markets. Identified that repositioning around "vitality and energy" rather than "health correction" resonated strongly. Recommended ingredient reformulation and packaging redesign before production scale-up.
Impact
- Prevented launch of product formulation that would have achieved poor trial rates
- Redesigned product achieved significantly higher trial and repeat purchase
- Avoided substantial production costs for wrong formulation
- Strategic delay prevented market failure and protected brand reputation
Ad Pre-test - Campaign Message Misfire
Client
Regional telecom provider launching 5G service campaign
Challenge
Company was ready to commit substantial budget to campaign emphasizing "lightning-fast speed" across multiple markets.
The Costly Mistake We Helped Avoid
Ad pre-testing revealed that "speed" messaging completely missed the mark in tier-2 and tier-3 cities where network reliability was the primary concern. The creative execution featured lifestyle imagery that alienated middle-income segments. Competitive claims were seen as unbelievable and damaged credibility rather than building it.
Our Solution
Tested three creative directions with respondents across urban and semi-urban markets using both qualitative ad testing and quantitative tracking metrics. Identified that "seamless connectivity" and "family connection" themes significantly outperformed speed-focused messaging. Recommended revised creative strategy and market-specific adaptations.
Impact
- Prevented launch of campaign that scored well below category norms
- Optimized campaign achieved substantially higher ad recall and engagement
- Purchase intent increased dramatically with revised creative approach
- Saved major media spend on ineffective messaging
Insurance - New Customer Acquisition Strategy
Client
Life insurance provider struggling with high customer acquisition costs
Challenge
Digital acquisition campaigns were generating leads but conversion rates remained unsustainably low, making customer economics unviable.
The Costly Mistake We Helped Avoid
The company was targeting "young professionals" as a broad segment, using fear-based messaging common in Western markets. Research revealed this approach created avoidance rather than engagement in Asian contexts. The digital journey assumed customers were ready to purchase after one touchpoint, ignoring the extended consideration typical for insurance in these markets.
Our Solution
Conducted behavioral segmentation study identifying five distinct mindsets toward insurance with different triggers, information needs, and decision journeys. Mapped the true purchase funnel showing multiple touchpoints needed. Developed segment-specific engagement strategies emphasizing family protection and financial planning rather than mortality risk.
Impact
- Conversion rate increased substantially for refined segments
- Customer acquisition cost decreased significantly
- Customer lifetime value improved notably through better segment targeting
- Prevented planned expansion of ineffective digital strategy
Fintech - Concept Adaptation for SME Platform
Client
Fintech lending company launching B2B platform for SME professionals
Coverage: Metro and Tier-1 cities across three markets
Challenge
Platform designed based on assumptions from developed fintech markets needed validation before major investment.
The Costly Mistake We Helped Avoid
The platform was designed based on assumptions from developed fintech markets, emphasizing speed and automation. Research revealed that SME owners in target markets valued personal relationships and consultative support over pure digital efficiency. The pricing model didn't align with SME cash flow realities, and key features solved problems that weren't actually pain points for this segment.
Our Solution
Conducted in-depth interviews with SME owners to understand operational pain points, financial management practices, and decision-making processes. Tested platform concept and feature prioritization. Identified critical gaps in understanding of SME needs around tax compliance, supplier payment management, and informal lending alternatives.
Impact
- Platform feature set completely re-prioritized before development
- Pricing model revised to align with SME cash flow patterns
- Identified significantly higher willingness to pay for consultative features
- Prevented launch of platform with low projected adoption
- Saved substantial development costs for wrong features
FMCG Retail - Airport Sales Optimization
Client
Large FMCG company with declining duty-free performance across Asian airports
Challenge
Sales volumes dropping substantially despite increased passenger traffic. Company was considering major promotional investment and expanded product range.
The Costly Mistake We Helped Avoid
The company assumed declining sales were due to insufficient product variety and pricing. Research revealed the real issues: product placement didn't match passenger flow patterns, promotional mechanics were confusing for international travelers, and packaging sizes weren't optimized for travel convenience. Chinese travelers representing a significant portion of traffic found navigation and product information inadequate.
Our Solution
Conducted shopper observation studies across six airports, tracking numerous shopping journeys. Analyzed dwell time, navigation patterns, and purchase triggers. Interviewed travelers about airport retail behavior and purchase barriers. Identified optimal placement zones, simplified promotional structure, and language-specific communication needs.
Impact
- Sales increased substantially with optimized placement without additional promotional spend
- Average basket size grew notably with travel-sized packaging introduction
- Chinese traveler conversion rate improved significantly with targeted signage and product information
- Prevented major promotional investment that would have addressed wrong problems
- Research investment ROI achieved rapidly
