The value of market research has reached the rural communities of central Africa. Microfinance operations aimed at providing banking services to low-income individuals and groups are trying to use market research to better target their clients. Microfinance gives these low-income groups an opportunity to become self-sufficient by giving them and their businesses the means to borrow and save money.
The US Agency for International Development (USAID) is working with financial institutions specializing in microfinance to train their teams in market research so that they can develop the right products for this growing market. The goal of the program, according to the USAID Rural finance program chief, is to create a more proactive approach in responding to market needs.