Unlocking strategic opportunities with B2B customers: How Visa are partnering with Dynata to empower SMBs across Europe in their digital transformation

Room 2 | 4:00 pm - 4:30 pm | Wednesday, May 8, 2024

In 2020, Visa announced a multi-year goal to digitalize 50 million small and medium-sized businesses (SMBs) worldwide. As part of its efforts to better understand the needs and expectations of European small businesses towards payments, Visa commissioned Dynata to conduct a survey among 5,500+ SMB financial decision-makers across 14 countries.

In this session, Iris Weiss from Dynata will outline the key success factors of this close partnership with Visa, including the rigorous processes that guarantee the precise targeting of B2B panelists, the use of automated data-hygiene and anti-fraud technology solutions at every step of this annual study – and ultimately the delivery of high-quality data and insights to inform Visa’s strategy year after year.

Sarah Emmerson from Visa Europe will share some of the key learnings and insights from this extensive research on the SMB payment ecosystem. She will highlight how the study not only helped Visa meet their primary objective, with targeted customer understanding to enable the support of more small businesses across 14 European markets, but also how it served the varied needs of different departments across Visa thanks to its highly flexible access to data.

Key takeaways:

1. How to recruit and target B2B panelists across multiple countries with precision.
2. How high-quality first-party data can be leveraged to inform strategic decisions.
3. How research data and insights can be applied to meet varied needs of different departments within a global organization.