ISSUE DATE: April 8, 2021

SUBMISSION DATE: April 30, 2021




Women’s World Banking seeks an experienced research firm to conduct qualitative research among women in Colombia related to topics of employment, workplace, environment, and utilization of financial services.



Women’s World Banking is working with a financial services provider in Colombia to achieve two objectives:

  • To understand the financial lives, needs and behaviors of low-income women customers. The goal of this work will be to help financial services providers increase women’s use of quality financial products and services that fulfill their needs.
  • To understand women staff’s experiences and opportunities in the workplace. The goal of this work will be to help financial services providers improve the workplace environment for women employees to support their professional advancement.

Women’s World Banking will conduct qualitative research related to the above topics and is seeking a research firm that can assist in this activity. These engagements involve in-depth qualitative research. The main activities that we expect from this consulting partnership are listed below.

Qualitative Research


  • Coordinate all logistics related to the interviews (securing space, refreshments, recruitment of participants, any necessary local permissions, and provision of participant compensation/incentives). Some of these activities are listed below in more detail.
  • Venues: Identify and secure research venues for sessions. Venues should be neutral, quiet locations that offer privacy, are easily accessible by participants, and acceptable for cultural norms for women; Two-way mirrors are not required; and audio recording of sessions may be required.
  • Refreshments: Arrange for light refreshments (snack and drink)
  • Incentives: Arrange for financial compensation (travel reimbursement) for all participants.

Participant Recruitment

  • Successfully recruit participants for group sessions and/or individual interviews.
  • Arrange for a convenient time and location with the participant to participate in the research and follow up with this person to ensure availability.
  • Arrange for a private place where participants can discuss sensitive topics without fear of being overheard by family, co-workers, or workplace supervisors
  • Number of participants and method of participant selection will be determined at time of qualitative research and may be informed by quantitative surveys or other inputs.

Facilitation, transcription and coding:

  • Conduct focus group sessions and interviews with women and men, using a semi-structured or structured discussion guide. Women’s World Banking will develop the guides with input from the research firm.
  • Pilot questions on the interview guide and share results from the pilot with Women’s World Banking
  • Audio record each interview and share English transcripts with Women’s World Banking. Transcripts should ideally be shared within 48 hours of the completion of each research day to ensure that the content is aligned with the expectations of the Women’s World Banking team.
  • Provide all raw notes from the interviews, including any audio or video recordings.
  • Participate in regular discussions with the Women’s World Banking research team to discuss emerging themes and reflect on the research approach.
  • Identify and hire one or two interpreters for simultaneous translation to participate in all research sessions, as needed.


  • Analyze session transcripts through inductive themes analysis, in partnership with the Women’s World Banking team.
  • Develop PowerPoint deck detailing key themes and findings, including breakdown by any relevant segments and geographies. Provide in-depth analytic content from the analysis.


Due to the Covid-19 pandemic, many of the activities listed under qualitative research may need to be conducted remotely. We expect the research firm to adjust the activities and conduct them online or remotely. Some of these adjustments are:

  • Recruit participants for virtual focus group discussions and / or individual remote interviews
  • Develop a standard protocol for contacting participants and conducting remote user interviews
  • Arrange for a convenient time and place with the participant to participate in remote research and follow-up with everyone to ensure availability.
  • Manage all aspects of remote participant compensation (e.g. airtime top up, etc.)



The research firm selected will be offered a 12-month retainer contract, estimated to be from June 15, 2021 – June 14, 2022 with potential for extension. Research activities are estimated to begin by July 2021.



Field research will take place in multiple locations throughout Colombia. Firms may apply if they have substantial research experience in Colombia and current ability to work in Colombia.



  • Experience conducting qualitative and large-scale quantitative research related to access and usage of financial services
  • Experience conducting research related to organizational gender diversity, equity and inclusion especially as it relates to employment, the workplace environment, and professional advancement
  • Experience managing remote qualitative research activities, including remote recruitment, conducting virtual individual in-depth interviews/survey and focus group discussions with low-income women via phone, video chat, or other medium
  • Deep understanding of issues around women’s financial inclusion as well as broader issues that women specifically face
  • Experience conducting qualitative research in the form of interviews and focus groups with low-income women
  • Proactive project management skills with strong attention to detail
  • Experience working in tight timelines and rigorous schedule of data collection
  • Flexibility and ability to adapt to changes in project timelines and needs
  • Experience working in a multilateral and cross-time-zone team to meet deliverables
  • Commitment to delivering excellent quality results that can have a meaningful impact for women
  • Fluency in Spanish and English required
  • Availability to attend regular calls with Women’s World Banking staff. Meeting hours need to be flexible sometime between 8 am – 6 pm EST.



Please submit your application, including the following components, by Friday, May 14, 2021 at 11:59 PM EST at the latest.

*** Only firms with ability to work in Colombia will be selected for this consultancy ***

Applications should include:

  • Cover Letter
  • A document that shows previous experiences of the firm in conducting relevant projects
  • Resume or CV of the main people who will be involved in the project
  • Filling out the fee breakdown template (please fill out and submit the form in Excel sheet format using this link. Do not save the template as pdf, spreadsheet is required)
  • Filling out the research activity breakdown template showing recent projects (please fill out and submit the form in Excel sheet format using this link. Do not save the template as pdf, spreadsheet is required)
  • Description of remote research methods the firm has conducted or has the capacity to conduct
  • Three references

*** Applications should be submitted in English ***

Apply Now!

If you have any questions:

  • Please send your question(s) in English no later than May 10, 2021 to
  • Please include in the e-mail subject line “RFQ: Consumer Research in Colombia”.