After over 30 years of providing financial products to marginalized income groups in the informal sector, CCML, the first Microfinance institution to be established in Ghana, was ready to progress, and start offering solutions to young, upwardly mobile middle-income people in the formal sector. To initialize, they needed a deep understanding of consumers within this segment.


We designed and implemented exploratory research to help connect the dots between psychographic segments, aspirations, ability to fund aspirations, and attitudes towards saving and borrowing.


Our findings equipped CCML with tools to safely predict a customer’s immediate, short- and medium-term needs. This permitted them to appropriately check or uncheck product configurations to perfectly suit customers, providing relevant mass customizable products to the targets.

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