Commercial Strategy
Sharpening Market Entry with Customer-Centric Strategy
THE CHALLENGE
A new digital banking venture was entering a crowded and low-trust financial landscape. While the tech was ready, the team needed a clear understanding of who their target customers were, what mattered to them, and what would drive switching or trial.
What we did
Acumen conducted a robust customer and market discovery process:
- Ran focused FGDs to explore how customers choose and switch banks
- Mapped out customer segments by lifestyle, behavior, drivers, and barriers
- Identified key usage triggers and journeys to inform product development
- This resulted in a full behavioral and psychographic profile of the target market—grounded, actionable, and built for strategic application.
Impact
The customer profiles and journey maps created clear direction for the product and service features. They also provided the foundation for a sharp, differentiated brand positioning—enabling the venture to launch with focus and relevance in a hyper-competitive space.
OUR WORK
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