The Director of Marketing at a cross-border payment provider was trying to refine business development strategy in the face of heightened competition. Which customers were most likely to respond to the company's value proposition? How could he boost engagement in these segments? With a number of internal reports, but no objective assessment of the company's place in the broader market, he turned to our team. Our market analysis expert had trained at KPMG and held executive roles at a number of financial services companies. She supplemented the client's data with her own research to identify key customer segments and industry verticals. Then she used her analysis to outline potential growth opportunities, acquisition strategies, and customer personas that would boost the effectiveness of the company's marketing communications.