SME Concept Evaluation

Challenge

Standard Chartered sought to assess the market readiness and appeal of new financial service concepts among Small and Medium Enterprise (SME) customers. These businesses — with annual sales of USD 500,000 and above — represent a low-incidence group (<1%) in most general population databases.

Our Approach

ADNA deployed a mobile-first online survey across five dynamic SME-heavy markets, targeting owners and decision-makers in qualifying businesses.

✅ 300+ qualified responses across all markets

✅ Highly targeted sample for nuanced subgroup analysis

✅ Efficient identification of SME personas and needs

Markets covered:

• Singapore

• Hong Kong

• Mainland China

• India

• Malaysia

Outcome

📈 Delivered deep insights across markets with <1% incidence

🔍 Supported segmentation by sector, company size, and decision authority

📊 Provided strategic validation of concepts across highly diverse markets

⚡ Turnaround: 8 days from field launch to topline delivery