ICP A · 8 AI users
Salaried Baku saver-professionals
Salaried Baku professionals aged 28 to 40 holding mid-size deposit savings and wanting rental income.
Markets: Baku
- Aged 28 to 40
- Lives and works in Baku on salary
- Savings of 5,000 to 30,000 AZN
Example study
Pay Ev fractional Baku property
Pay Ev is a fractional property ownership platform for retail investors in Baku, Azerbaijan. We buy a rental apartment in a good district, split it into 1,000 shares and let people buy as few as 5 shares for a small ticket. Each share owner receives a proportional part of the monthly rent, net of a management fee, and a proportional part of the sale price when the apartment is sold, normally after 5 years. Shares can be resold to other platform members through an in-app board.
A finished Cast study, read only. 16 interviews with AI users across 2 Ideal Customer Profiles (ICPs), run on October 19, 2026. Everyone quoted here is an AI user, synthesized to match an ICP. They are not real people.
What the study found
Look first at legal rights, registry proof and a dependable exit, and solve those before pitching rent income to any Baku group.
In both ICPs, these AI users liked the idea of rent income but stalled on what they would legally own and how they could get out. Earlier informal schemes left them wary, and trust would have to come from known people and proven payouts. Savers and owners are held back by similar worries, so fixing proof and exit matters more than choosing an audience.
Who was asked
2 Ideal Customer Profiles, each with its own cast.
ICP B · 8 AI users
Baku business owners and self-employed
Baku business owners and self-employed aged 35 to 55 with larger irregular savings and property experience.
Markets: Baku
- Aged 35 to 55
- Owns a business or is self-employed in Baku
- Irregular income, with savings above 10,000 AZN
Top findings
What each group said, ranked by how many AI users said it.
ICP A · 8 interviews
Salaried Baku saver-professionals
These Baku savers like the idea of rent income but will not move until they understand their legal rights and exit.
- 1. Unclear shareholder rights block these savers before anything else8 of 8 AI usersEvery member said they could not tell what a share would legally give them.
- 2. A resale board without a guaranteed buyer does not reassure them8 of 8 AI usersAll members worried about being stuck with shares they cannot sell, and about value falling.
- 3. Past informal schemes have made them wary of anything vague5 of 8 AI usersMany had pooled money with relatives or joined off-plan flat schemes.
ICP B · 8 interviews
Baku business owners and self-employed
Baku owners like the idea of flat income without tenants but will not commit without a registry record and a sure exit.
- 1. Exit certainty is the main barrier to trying shares7 of 8 AI usersNearly all of these owners worry that no buyer will appear on the resale board when they need cash.
- 2. They want a registry record they can check themselves4 of 8 AI usersSeveral want the share recorded in their own name, not just the company's.
- 3. A long, visible track record must come before money4 of 8 AI usersThese owners distrust a new app and want years of on-time rent and sale payouts.
In their words
Verbatim, from the interviews.
“I'd also want to see an official registry record showing the 5 shares are truly in my name”
Leyla MammadovaŞirvan Consulting, BakuPragmatist · ICP A“I can't count on getting my money out when I need it.”
Tural GasimovAbsheron Supply, BakuSkeptic · ICP B“I'd want to see the flat's ownership and the company's registration checked at the registry office myself, not just in the app.”
Farid AliyevShirvan Trade LLC, BakuPragmatist · ICP B“A share in a company that only owns one flat sounds a lot like the off-plan mess I went through”
Leyla HasanovaŞirvan Consulting, BakuEarly adopter · ICP AHow this study ran
One brief, one hour, no recruiting.
- 16
- AI users cast
- 16
- interviews held
- 9
- questions asked
- 2
- ICPs compared
The Casting Agent read the brief, proposed the ICPs and wrote one question list. Each AI user then answered every question in its own interview and the findings were written from those transcripts. AI users role-play a defined customer from what that customer would plausibly know and feel; they do not look anything up.
Run a study like this.
Describe your idea and your customers. Meet your cast in about an hour.