Brand Awareness Supplemental questions may detail to uncover brand and messaging impact and intent to act. These following questions are fundamental questions. A brand awareness survey measured should be commissioned at minimum on an annual basis. What is the first company you think of when you hear microfinance? What other companies have you heard of in the microfinance industry? In addition to overall brand awareness, additional questions refined for the specific marketing campaign and objectives should then supplement the above-mentioned questions.

Customer Satisfaction When examining customer satisfaction, the following questions are required to be asked and reported to the Regional Specialist on a quarterly basis. When you think about your entire relationship with FINCA, how satisfied are you? Using 5 point Likert satisfaction scale (Reference Market Research Survey Design Appendix: Likert Scale) If a family member or a friend asked you to recommend a financial services company, how likely would you be to recommend FINCA? Would you...? Using 5 point Likert likelihood Scale How likely are you to continue using FINCA over the next 6 months? Will you...? Using 5 point Likert likelihood scale In addition to the above-mentioned questions, additional questions refined for the specific marketing campaign and objectives should then supplement the market research.

Customer Loyalty It important to proactively market to customers who are about to churn. Developed loyalty programs are a means to reduce churn and loyalty marketing should therefore focus on essential metric should there be a measure Retention = % of existing who stop purchasing measured in 6 months