What Microbusiness Owners Want (or Don't) in Financial Capability Solutions

In seeking new solutions to help build the financial capability of microbusiness owners, Prosperity Now sought to learn more about how they would react to new financial products and services through qualitative concept testing—a market research method that solicits explicit feedback from a targeted group of people by showing them descriptions of products and services. This research yielded five key insights on potential market entry barriers and opportunities facing financial capability solutions. The research methods, findings and their implications are summarized in this research and innovation brief.

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