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New Case Study Released: Insights Fuel Successful Market Expansion

Phase 5 is pleased to kick off 2024 with the release of our latest case study, "Market Expansion: Set Yourself Up For Success with the Right Insights". This new study describes the work we did with our esteemed client humm group in order to ensure a successful launch of their business in Canada.

Headquartered in Australia and operating in 4 different countries prior to Canada, humm group specializes in innovative, accessible consumer financing solutions. While the organization was certainly no stranger to market expansion, its leaders recognized that each country not only has different regulations to consider, but also different attitudes and perceptions which are critical to understand in order to achieve success.

Our client's initial request was to understand the motivations and behaviors of their potential merchant partners, so that they (humm Canada) could make a compelling case for partnership, and also so they could provide appropriate support to merchants offering the financing solutions to customers. Through discussion with the Phase 5 team, humm Canada soon realized they needed to adjust their research plan to ensure they were also gathering insights on the end consumer point of view. These findings were key to defining the final Canadian product and the supporting collateral.

Read the complete case study to learn about the research techniques applied, the approach to analyzing the data and generating insights, and the actions and results achieved by humm Canada as a result of the project.

Written by Michael Dolenko

Michael Dolenko, MA, is a partner at Phase 5 and the co-lead of the Innovation and Product Development practice. Michael is a sought-after moderator and survey researcher for clients in financial services, retail, technology, education and publishing. He and his team focus on product and service innovation and studies that support go-to-market initiatives.