Market research is at the forefront of MicroSave’s vigorous campaign to promote client-oriented and market-led microfinance industry. Over the past several years, MicroSave has developed an innovative participatory market research methodology that builds capacity within microfinance institutions to improve understanding of the demand side of microfinance. The methodology is supported by a ‘toolkit’ that consists of 18 Participatory Rapid Appraisal (PRA) tools. These tools are designed to learn about customer perspectives on financial services and identify financial products and services that they want and need. Classroom and in-field training prepares participants to use the tools to identify customer needs and preferences, and options for responding to them. This paper examines how MicroSave’s “Market Research for MicroFinance” Toolkit has been used by MFIs and the service providers/consultants that have been trained by the programme. The study also makes recommendations on how MicroSave might further improve the toolkit.