BoP Insights – inclusive marketing research

Nicolas Chevrollier
By on September 12, 2014

This is the second publication of a series of five. The series is based on experiences and insights from the implementation of three seperate innovation pilots.These pilots form the Three Pilot for Pro-Poor Innovation (3P4PPI) program. Together with our partners, we capture learnings from the pilots, to improve the quality and enabling environment for future pilots.

Market research is essential whenever you develop products or services. Understanding the local BoP system and individuals within this system – consumers, producers, entrepreneurs – is fundamental to ensuring the successful development of ‘Inclusive Innovations’. BoP insights guide the development of Inclusive Innovations by understanding daily tensions, coping strategies and the decision-making processes.

In most cases, traditional marketing tools fail to provide useful market/consumer insights. The novelty of the subject means specific BoP marketing theory and models are yet to be developed.

This publication covers the main challenges and aims to discover and understand new ways to research the BoP market.

Download the second publication here.