Our client, a social enterprise, was developing a mobile service aimed at encouraging low-income Indonesian women to become micro-entrepreneurs. It would function as an e-commerce platform. The research aimed to gain understanding of these women; their need drivers, financial literacy, use of financial services and reaction to our client's planned program.
We conducted desk research, social listening and competitor analysis, as well as expert interviews. Consumer research was also conducted in urban and rural West Java and North Sumatra; with ethnography and in-depth interviews with low income women; interviews with their significant males and focus group with friends.
With these learnings, our client was able to understand the needs of this group and ways to improve their financial literacy and opportunities using fintech. We were also able to identify the core target for our client's program and provide key strategic recommendations on content creation, information /training needed and how to reach the target.