Understanding Perception and Usage Behavior of E-Payment Users

Challenge:

As a leading local e-wallet service provider, the client faced the challenge of building brand awareness and expanding its user base across the diverse population in Thailand. To achieve this, the client recognized the importance of understanding the perception and usage behavior of e-payment users across different age groups. Specifically, the client aimed to target individuals aged 14 years old and above, to effectively tailor its marketing and communication strategies.

‍

Approach:

To address this challenge, the client embarked on a comprehensive research initiative aimed at gaining insights into the attitudes and behaviors of e-payment users in Thailand. The approach involved surveying a sample of 800 Thai individuals aged 14 to 45 years old. Hard quotas were set for each age group to ensure national representation, reflecting the demographic diversity of the Thai population.

To capture responses from younger respondents aged 14 to 15 years old, face-to-face interviews were conducted with parental or guardian consent. The remaining participants were recruited from Milieu’s proprietary panel, ensuring a diverse and representative sample.

The survey questionnaire covered a wide range of topics, including brand awareness, usage patterns, brand switching behaviors, motivators, and barriers for e-wallet adoption.

‍

Outcome:

‍

The results of the survey provided the client with valuable insights that informed strategic decision-making and communication strategies. Key outcomes included:

1. Understanding Consumer Attitudes and Behavior: The survey enabled the client to gain a deep understanding of the attitudes and behavior of e-payment users across different life stages. Insights into usage patterns, brand preferences, and switching behaviors allowed the client to identify opportunities for market penetration and user retention

2. Monitoring Brand Usage and Switching Patterns: By analyzing consumer responses, the client could monitor brand usage and switching patterns over time. Understanding the factors influencing brand loyalty and propensity to switch providers allowed the client to implement targeted retention strategies and enhance customer satisfaction.

‍