Articles by Christina Tewes-Gradl and Aline Kraemer
Christina Tewes-Gradl and Aline Kraemer
Walk a Mile in My Shoes: Why participatory market research for BoP customers generates deep insights
Participatory market research can provide reliable data for developing inclusive business models. By involving the target group as partners rather than passive objects, researchers can not only see the world through their eyes, but also discover new solutions together with consumers. Endeava’s Christina Gradl-Knobloch and Claudia Knobloch share some lessons from recent sessions in Brazil, Sierra Leone and Madagascar.