Episode 9 of Smarter Together - the Market Research Podcast from Phase 5 has just been released! Together with Katherine Wellman and Rachael Ramos of humm Canada, Phase 5 host Rachel Abugov discusses how data enables successful marketing strategies, with specific examples from their recent experience developing and launching a new service in a new market.
humm Canada offers patient and customer financing solutions for in-store and online purchases focused on 5 key verticals: Home Improvement, Home Retail, Automotive, Veterinarian Services, and Dental & Health Services. The company enables customers to make purchases of up to $30,000, and pay for them over time via monthly installments. In 2023, humm launched in Canada with Katherine Wellman as Vice President, Marketing, and Rachael Ramos as Marketing Manager. Both have been working closely with Phase 5 as their company's official insights partner since 2022.
In this latest podcast episode, the group shares details about the proprietary research they conducted with Phase 5, how it impacted their launch plans, and how the findings as well as the experience of leveraging data has led not only to a successful market expansion, but also a corporate culture founded on knowledge and driven by customer-centricity. As Katherine says, successful marketing requires good story telling, and "the more data points you have, the stronger your story will be".
Listen to episode 9 here, and learn more about the launch of humm Canada in their case study here.
