Mobile Financial Services (MFS) Market Segmentation in Senegal and Tanzania


Our client needed to carry out an actionable market segmentation that would produce different user profiles according to their needs in order to guide its strategy and to design products related to each segment.


The study was carried out using quantitative research where analysis techniques were used to be able to break the market up into segments with homogeneous profiles. Our client then focused on a differentiated marketing strategy in terms of services and communications.


Detected valuable spaces with growth opportunities for our client in the extracted segments that allowed them to maximize the brand’s potential.

Identified key messages to communicate in each segment to increase the loyalty rate.

Subsequently, a number of studies were conducted to gain key insights that could be transformed into innovative services with potential in the most profitable segments.