Insights: Tigo in Tanzania – Qualitative Research as a Way to Gain In-depth Consumer Understanding of Base of the Pyramid Women
Designing offerings to reach women at the base of the pyramid requires a deep understanding of their wants and needs. Qualitative research, which includes methods such as conducting face-to-face interviews, focus group discussions and direct observation, is a powerful tool for operators to gain knowledge of this segment. Tigo Tanzania was the first mobile operator to be awarded a GSMA mWomen Innovation Fund grant and used the opportunity to commission a qualitative research study to understand the daily lives, aspirations and mobile use of low-income women in Tanzania—a previously untapped segment.