Microfinance institutions are moving from a supply-led approach to a demand-driven, client oriented approach in order to provide products and services according to the needs of clients. Traditionally the microfinance industry has developed a narrow range of lending methodologies with high levels of drop-outs and exits from the MFIs.
In a growing competitive environment MFIs are forced to better understand the clients demands and therefore review and change the methodologies, products and services in order to enhance customer loyalty and attract new clients. The course will provide an overview of the Market Research & Product Development process cycle with an emphasis in qualitative research techniques such as the Focus Group Discussion and the PRA toolkits developed by Microsave.
The course is designed for those who are interest to understand the financial needs of clients and in the design of products and services appropriate to them. The objective is to learn why is important the market orientation in microfinance, gain skills and knowledge on how to listen the clients needs and in the design of financial products.
The course is structured in short presentations with an emphasis in putting into practice the tools for market research and product develop
