As part of broader initiatives to increase market presence in Singapore, PSYKHE was engaged by a loan matching platform to conduct quantitative surveys that assessed brand awareness, sentiments and understanding of their value proposition.

The key goal was to establish quantitative benchmarks that could guide targeted marketing strategies, evaluate marketing campaign effectiveness and identify growth opportunities within target segments.

Over the course of 4 weeks, PSYKHE delivered key insights using a 3 phase research approach:

1. Design: Developed survey questions and structure aligned with business objectives and target recruitment profiles
2. Test: Survey launch in two stages while monitoring data quality and sample representativeness
3. Analyse: Data segmentation by key demographics, and summarisation of key insights and quantitative benchmarks

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Stage 1: Design

PSYKHE first aligned with stakeholders on our key research areas:

• Brand awareness and recognition
• Brand sentiments
• Understanding of value proposition

Questions for each research objective were crafted to form questions that will help screen out participants based on our recruitment criteria.

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Stage 2: Test

With our recruitment criteria, testing structure and logistics in place, the team launched the quantitative survey in two stages: a soft launch and full launch.

An initial soft launch with 30 participants helped to test the quality of answers and recruitment capabilities before testing full-scale across 300 participants.

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Stage 3: Analyse

As the results trickled in, the team categorised recurring themes that could garner insights into the current Singapore loan market.

The breakdown of quantitative data by key customer segments (e.g. income level, age) helped identify growth opportunities.

PSYKHE collated these key findings, alongside quantitative metrics, into a single page report to establish a baseline for brand health and actionable recommendations.

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