MicroSave’s Market Research for MicroFinance Tools have been widely used for product development and refinement. However, increasingly the tools have been used to address diverse institutional needs. This note outlines five of the new uses to which the tools have been put. These include – image analysis, customer service, feedback loop analysis, product marketing and financial education. The note suggests that the diverse ways in which the Market Research for MicroFinance toolkit has been used reflects the flexibility and potential of the tools and the creativity of their users.