Insights: Tigo in Tanzania – Qualitative Research as a Way to Gain In-depth Consumer Understanding of Base of the Pyramid Women

Sunday 23 Feb 2014 | Connected Women | English | Gender | Global | Mobile access and use | Research | Resource | Tanzania | User insights and data |

Insights: Tigo in Tanzania – Qualitative Research as a Way to Gain In-depth Consumer Understanding of Base of the Pyramid Women image

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.

Download here

See also the Full Research Report

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.