We combine analytical rigor with extensive on-the-ground experience in developing markets to identify market inefficiencies that we then transform into investable business opportunities.
Good information is the key to success in base of the pyramid (BoP) markets, yet it is one of the most difficult things to obtain. Because of this, we designed an innovative process to gather and analyze data from the BoP. The secret to our innovative market analyses lies in using a robust and fluid process that looks at markets through an objective lens. We conduct both qualitative and quantitative research that spans across multiple disciplines.
To best understand BoP consumers’ behaviors and life patterns, we conduct mini-ethnographies, focus groups, one-on-one interviews, and market safaris to best understand what people actually want rather than what desktop research predicts they want.
Because we constantly adapt our research to new information and key findings, we identify market trends that others often miss. Our hands-on approach ensures that our business models directly reflect true market demand, rather than merely assuming what people want.