Engaging a diverse international customer community

The Need

A fast-growing international online money transfer service wanted to understand more about its diverse customer base, as part of a large-scale segmentation project.

Our Approach

Opinium invited 40 of the client’s customers to take part in an in-depth five-day Pop-Up Community. The customers spanned six priority markets and sent money to dozens of countries worldwide. Participants were given a variety of tasks covering lifestyle, media consumption and their reasons for sending money  They were encouraged to share videos of themselves as well as the recipients of their money.

The Outcome

For the first time, the company was able to see and hear from the people using their service. Materials from the Community brought to life the statistical findings from the segmentation, providing colourful and engaging insights. The research provided clear direction on how the company can better serve its customers as it expands rapidly.