Thai e-wallet provider successfully pivoted for business success.

The client's primary objective was to enhance brand awareness and gain a comprehensive understanding of their target audience's perceptions and behaviors regarding e-wallets and digital payment methods across various life stages. Milieu implemented a rigorous approach by establishing specific quotas for each age group, ensuring that the study encompassed a representative sample of the Thai population aged 14 years and above, allowing for valuable insights to be gleaned from individuals across different age ranges.

We conducted the study with n=800 Thais, aged 14-45, with quotas for each age group to represent the Thai population. Face-to-face interviews were conducted to capture younger respondents aged 14-15, who required parent/guardian consent to participate in surveys, while the remaining participants were recruited from Milieu's proprietary panel.

The survey results helped the brand understand the attitudes and behaviors of the target respondents toward e-wallets at different life stages. These insights allowed the brand to monitor consumers' usage of the brand, identify brand switching patterns and motivators, as well as key barriers for brand adoption across different segments. Furthermore, the brand utilized the results to adjust their communication strategies for targeted campaigns.