PayU and their communications agency Missive wanted to position the brand as a global leader in expanding financial inclusion. In particular, the company was keen to demonstrate how greater access to financial services can be harnessed to increase prosperity in emerging markets.
We listened to people in developing markets to understand what prosperity meant across the globe as well as the relationship this has with access to financial services. To validate the findings, we conducted a major multimarket quantitative survey interviewing more than 10,000 people across 20 markets. This provided a robust reading of the relationship of different financial products and prosperity within the different markets.
“Opinium took a consultative approach and really took the time to understand the objectives and translate them into great insights and a unique piece of research. They were so easy to work with and provided that extra level of attention when coordinating a huge multi-country survey”
The research provided a robust platform for PayU to communicate its purpose and demonstrate its expertise in improving access to financial services. The findings will form part of a major report that is soon to be released, with the aim of repeating the research annually. This positioned PayU as a thought leader in this area with the resources to inform future product development within the different markets.