Insights: Tigo in Tanzania – Qualitative Research as a Way to Gain In-depth Consumer Understanding of Base of the Pyramid Women
This insights paper draws on Tigo Tanzania’s experience in using qualitative research to gain a deep understanding of the resource-poor women’s segment. It offers operators practical guidance on how to analyse existing customer data, and how to complement this with alternative forms of research. It also describes how operators can use consumer insights to create “personas” which can help to ensure that the mWomen offerings clearly meet the wants and needs of their target market.
See also the Full Research Report