Research & Innovation

Good Return works closely with our partners to pilot new initiatives and approaches. Through the use of technology, data analytics, qualitative assessments and iterative design we aim to be at the forefront of research and innovation in the field of financial inclusion.

Human Centred Design

We implement a Human Centred Design (HCD) approach where appropriate to our field research, ensuring people are at the heart of our focus. While a large component of this is HCD (Human Centred Design), the service design methods include the entire ecosystem in which those people live. This are summarised by ‘the five Ps’: people, process, product, place, performance.

People are core to our methods. From the people receiving and using digital financial services to those implementing and managing them. However, they also need to work with changing processes and products, with considerations for location and performance, so these aspects need to be carefully investigated and mapped alongside HCD.

In a strategic alignment with Fjord, we follow a five step service design process:


HCD Diagram

Customer Analytics

Good Return is investing in Customer Analytics to deepen its commitment to Client Centered financial inclusion.

Customer Analysis is the structured interpretation of customer data, to identify patterns and trends, that enable more informed decisions to more effectively reach business & social goals

Insights from analytics techniques such as Customer Segmentation, Brand Equity, and Dashboards can better target interventions and amplify impact. Customer Analytics can identify distinct customer groups, understand perceptions and enable real-time monitoring of insights in real-time.

Good Return Customer Analytics solutions include:

  • Customer Segmentation
  • Customer Targeting
  • Brand Perceptions
  • Brand Equity
  • Dashboards
  • Data Visualisations


Digital Surveying

Good Return uses Open Data Kit (ODK) to conduct field research supports FSP partners to:

  • Capture borrower profile information
  • Conduct customer satisfaction surveys
  • Market research surveys
  • Poverty measurement (Progress out of Poverty Index – PPI)
  • Gathering program baseline, midpoint, endline data
  • Monitoring training program attendance and outcomes

ODK is a highly versatile tool:

  • Free and open source
  • Developed with support of Google and Washington University
  • Requires no special software to run
  • Highly customisable to build simple to very complex surveys
  • Ability to use Excel to design and upload surveys
  • Large online community of users for help and support
  • Used by numerous organisations worldwide including USAID, Red Cross, UNICEF, International Space Station astronauts!



The ODK Process

ODK Process New


ODK: Case Study

Good Return partners with Credit Union Keling Kumang (CUKK) in West Kalimantan in Indonesia, a local organisation who serve over 150,000 clients in the region. Many clients are farmers who require access to suitable loan products and access to fertiliser, seedlings and pesticides.

We used ODK to conduct a survey of farmers in the area to understand more about their needs and how CUKK could better serve them. The results provided CUKK with valuable information and improved customer relations as well as operational efficiency.