MART Research Team
Comprehensive End to End Solutions in 
Emerging Markets
To become the most respected, employee owned consultancy firm in the emerging markets creating innovative and effective so...
MARTA Brief Profile
MART, a leading BoP Consultancy Firm in Emerging Markets
‘Social Heart & Business Mind’ Philosophy...
ServicesEnd to End Solutions
SectorAreas of Work
User Centric ResearchGaining in depth understanding of consumer
MART adopts user centric approach to gain insights into co...
What is PRA?
A set of approaches and methods that enables rural community to 
share, enhance and analyze 
their knowledge ...
Advantage PRA
User centric approach
Community led approach cutting across literacy and caste
Story tellingmode for easy co...
Resource & Social Map
Leads to understanding consumer’s ecosystem …. his cultural & community behavior…… Pain poin...
Mobility Map & Access
Village : PadariKalanUnnao (UP) 
Maps the  markets for products/services in the area…….. mobilit...
Activity Clock 
Maps the economic & social activities  for different occupational groups … identifies appropriate time...
Application of Dyad & Triad
Community decision making , involving several persons
Initiator
Influencer
Decider
Buyer
U...
Market Research: Areas of expertise
Knowledge, usage, attitude and practices
Consumer behavior 
Product development
Brand ...
Some Research Assignments
Ethnography Research 
Intel Opportunity Sensing
Technology with relevant solution for the consumer.,, Need to scan rural e...
Intel Grameen Healthcare Study : Bangladesh
Objective :
	Understand Rural Economy & Healthcare Systems ; Exploring Opp...
Baseline Studies
GFA Consulting (GTZ Program on Consumer Rights in India)
A qualitative study on profiling consumers and s...
Market Research 
Tata Indicom
Study the  rural consumer’s telecom needs and identify drivers for consumption. 
Study the r...
Assessment /Evaluation Research
Microsoft
	Need analysis studies in rural areas to identify and select services which can ...
Assessing Sustainability of CIC : Grameen Phone
Objective:
Assess the feasibility of the 16 CICs set up by Grameen Phone f...
Sectoral Study and Strategy
Rural insurance: issues, challenges & opportunities.
Phase I – qualitative research to und...
Market Research and Strategy
Population Services International: Clean delivery kits.
Qualitative study to understand the k...
MART’s End To End Solutions Research Concept   Prototype  Product  Distribution   Promotion
NovartisArogya Parivar
Innovation in Health Service Delivery 
 BoP Consumer Segments
Project Arogya 
Quali& Quanti
Research
Strategy
Company 
objective
 identified the ailments for which the company had ...
Project Arogya
Scale Up
A new
 approach
Pilot
Inputs
 information from health workers on where to get treatment helped vil...
Project Arogya
Breathing Space ProgramReducing Indoor Air PollutionA case of Innovation for Rural HouseholdsImproved Biomass Stove
Identify Customer Need
Secondary study
74% HHs use firewood/wood chips, 9% dung cake
Impact on women’s health
pneumonia in...
Establish Target Specifications
Interaction with TG
Focus group : Social/cultural values related to kitchen, food habits a...
Generate Product Concepts
Prototypes developed based on pain points
Inputs for Product development
Single and double burne...
Select a Product Concept
Inputs for Refinement
Height of stove inconvenient
Increase opening for fuel
Cooking Pot not stab...
Final Product
Compared to traditional stove
75% reduction in smoke emission
65% less fuel consumption
Cooks twice as fast
...
Our Clients-Corporate
Our Clients-Development
Social Heart
		Business Mind
Thank You
Upcoming SlideShare
Loading in …5
×

MART Research team (Dellhi based Rural Marketing Research & Consulting Firm)

2,438 views

Published on

Published in: Business, Health & Medicine
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
2,438
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
166
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

MART Research team (Dellhi based Rural Marketing Research & Consulting Firm)

  1. 1. MART Research Team Comprehensive End to End Solutions in Emerging Markets
  2. 2. To become the most respected, employee owned consultancy firm in the emerging markets creating innovative and effective solutions in the sectors of our focus. Innovation Partnership and Team Work. Integrity and HumilityTrust and TransparencyNon HierarchicalHelp improve client capability To enable the poor in emerging markets improve their quality of life, by delivering innovative, high value, end to end solutions through our partners. MART Vision Values Mission
  3. 3. MARTA Brief Profile MART, a leading BoP Consultancy Firm in Emerging Markets ‘Social Heart & Business Mind’ Philosophy Works both in Corporate and Social sectors 50 professionals across India Worked in Nepal, Afghanistan, Mozambique and Bangladesh.
  4. 4. ServicesEnd to End Solutions
  5. 5. SectorAreas of Work
  6. 6. User Centric ResearchGaining in depth understanding of consumer MART adopts user centric approach to gain insights into consumer’s ecosystem and behavior Consumers’ voluntary participation ensured, Ethnography tools : Participatory Rural Appraisal (PRA), photo ethnography and shadowing /SOLO
  7. 7. What is PRA? A set of approaches and methods that enables rural community to share, enhance and analyze their knowledge of their own environment and life
  8. 8. Advantage PRA User centric approach Community led approach cutting across literacy and caste Story tellingmode for easy comprehension Encourages voluntary participation Pictorials and visual expressions captures unexpressed behaviors Information collection and validation happens simultaneously
  9. 9. Resource & Social Map Leads to understanding consumer’s ecosystem …. his cultural & community behavior…… Pain points to usage ….. Identification of felt need …… potential target groups
  10. 10. Mobility Map & Access Village : PadariKalanUnnao (UP) Maps the markets for products/services in the area…….. mobility of consumer in his environment….. Access behavior to different markets for different product categories
  11. 11. Activity Clock Maps the economic & social activities for different occupational groups … identifies appropriate time window available for communicating with consumer
  12. 12. Application of Dyad & Triad Community decision making , involving several persons Initiator Influencer Decider Buyer User Dyad, Triad or a mini group necessary to understand roles of different stakeholders in the ecosystem
  13. 13. Market Research: Areas of expertise Knowledge, usage, attitude and practices Consumer behavior Product development Brand study Market Sizing Rural distribution Testing communication materials Impact Study
  14. 14. Some Research Assignments
  15. 15. Ethnography Research Intel Opportunity Sensing Technology with relevant solution for the consumer.,, Need to scan rural environment to identify need gaps and pain points and opportunities Research Methodology: Ethnography Study Live in the rural environment Observe daily life of men, women and children Study associations, aspirations, attitude, interest and opinions OpportunitiesIdentified Education, Health and Entertainment
  16. 16. Intel Grameen Healthcare Study : Bangladesh Objective : Understand Rural Economy & Healthcare Systems ; Exploring Opportunities for Technological Intervention in Grameen Health program Approach : Ethnography research methodology used to understand treatment behavior in different socio economic households and related to gender in the target villages. Indepth interview of financial service providers and health service providers ….. Institutional finance for healthcare …… technology adoption for efficient service delivery Opportunity : study feasibility of extending GrameenKalyan program, a paid health service based on ICT to the newly targeted areas. Intel Grameen have launched a Pilot Program using ICT for health service delivery based on the Feasibility Report
  17. 17. Baseline Studies GFA Consulting (GTZ Program on Consumer Rights in India) A qualitative study on profiling consumers and segmenting them for their readiness for redressal through consumer forum The study examined the consumers of different socio-economic classes for their Sources of information regarding products and services Decision making process for purchase Pre-purchase, at the point of purchase and post purchase behavior Redressal against dissatisfaction after purchase Awareness of consumer rights and consumer forum Conducted a baseline study for a pilot program to be implemented in 10 districts spanning 5 states A quantitative study covering 1000 consumers was conducted. The sample included 300 consumers who had approached the consumer forum for redressal. Pre-purchase, point of purchase and post purchase behavior Awareness of consumer rights Willingness to access the services of consumer forum Experience with consumer forum
  18. 18. Market Research Tata Indicom Study the rural consumer’s telecom needs and identify drivers for consumption. Study the retailing behavior of telecom products in rural markets Airtel Study the rural consumer access to market services and telecommunication as a medium in the process. The study covered the VAS services and their acceptance among rural consumers. Insights were built for developing new VAS concepts.
  19. 19. Assessment /Evaluation Research Microsoft Need analysis studies in rural areas to identify and select services which can be delivered through ICT kiosks. Study the different ICT kiosk models across the country and evaluate their services for operating gaps and recommend services to generate higher footfalls and higher acceptability of services BBC Study to measure the impact of communication aimed at youth in the Hindi heartland. Measure the recall, intention to listen to BBC and intention to associate with the local programs to be aired by BBC.
  20. 20. Assessing Sustainability of CIC : Grameen Phone Objective: Assess the feasibility of the 16 CICs set up by Grameen Phone for their existing services and identify potential new services Approach: Qualitative study among consumers to identify the enabling factors and the barriers to use, for the existing services….. Poor browsing capability…. Important sites not known ….. Need for vernacular Study the non consumers for their barriers to use and identified potential services for them….. New target segments ….. Potential for greater footfall at the CIC Quantitative study to quantify the enabling factors and barriers ….. Assess most potential services …… business plan for the CIC to breakeven …. Subsequently make profits Grameen Phone developed services …. agri-extension … education ….employment to target youth and farmers ….relevant services for youth... Increasing footfalls …..enhancing feasibility of CICs
  21. 21. Sectoral Study and Strategy Rural insurance: issues, challenges & opportunities. Phase I – qualitative research to understand rural consumer behavior on savings, loans and insurance. Phase II – quantitative research to profile potential customers for insurance, assess the rural potential and identify channels for promotion and delivery. Marketing strategies developed for life and general insurance - design of insurance products, premium payments capacity, profile of potential customers, channels for advertising and promotion, and delivery, possible rural agents.
  22. 22. Market Research and Strategy Population Services International: Clean delivery kits. Qualitative study to understand the knowledge, attitude and practices in home births in rural areas. The study also assessed the acceptance of clean delivery kit prototype. Qualitative research to test the communication materials developed for the product (brand names, packaging, insert, flyer, posters and TV commercials) and select appropriate ones. HariyaliKisan bazaar – A super bazaar format for Agri-inputs. Study the consumer behaviour to the format and additional services expected from such a store.
  23. 23. MART’s End To End Solutions Research Concept  Prototype  Product  Distribution  Promotion
  24. 24. NovartisArogya Parivar Innovation in Health Service Delivery BoP Consumer Segments
  25. 25. Project Arogya Quali& Quanti Research Strategy Company objective identified the ailments for which the company had products and wanted to gain a larger market Nutrition for mother & child, TB, allergies were prioritized Need to associate with qualified doctors in semi-urban Need to build awareness about timely and complete treatment among people Rural population unaware of health issues arising out of mal nutrition, infection and allergy Recovery of ailment is considered effective as soon as the patient feels better and can go back to work. Most of the time do not complete the dose Health service providers in villages restricted to RMP and government appointed nurse. Quality health services, both public and private, available in block town Understand the awareness of identified ailments, health issues and related pain points in accessing health services Assess the reach of the company brands
  26. 26. Project Arogya Scale Up A new approach Pilot Inputs information from health workers on where to get treatment helped villagers Relatively less delay in seeking treatment Saved costs Appropriate treatment helped build confidence Health service providers appreciated company efforts Issues on availability of company products affected the pilot Challenge was re-distribution of health products such that legal issues do not arise Changes in categorization of products Appointment of new sub-distributors at sub-district levels Associate with practicing doctors & qualified rural medical practitioners Scaled across 100 districts 3 different models developed to create awareness. Models based on level of health awareness. Mobile health advisors were core to all models Association with health care chain The model has won Silver Award for Best Long Term Rural Initiative in RMAI Awards 2008 and Silver Award for Best Rural Marketing Initiatives in WOW Awards 2009. It was also nominated in the Innovative Marketing Model category in the Golden Peacock Awards 2008
  27. 27. Project Arogya
  28. 28. Breathing Space ProgramReducing Indoor Air PollutionA case of Innovation for Rural HouseholdsImproved Biomass Stove
  29. 29. Identify Customer Need Secondary study 74% HHs use firewood/wood chips, 9% dung cake Impact on women’s health pneumonia in young children chronic obstructive pulmonary disease as (chronic bronchitis) and lung cancer Declining forest cover to <15% of geographic area against 33% targeted under Forest Policy. Market size 114 Mn rural HHs using firewood/wood chips
  30. 30. Establish Target Specifications Interaction with TG Focus group : Social/cultural values related to kitchen, food habits and cooking behavior In depth Interviews : Kitchen Management, utensils, stoves, cooking fuel Observations: stove location, ventilation, cooking position (Pictures and Videography) Fire place ‘Holy place’. Cleaned everyday. Cooking is done on floor. Height for cooking important Separate portable stove for non-vegetarian cooking. Clean up of black stained utensils inconvenient. Firing stove cumbersome . Quick cooking on kerosene stove. Smoke causes choking and irritation in eyes Technical measurements of stove and utensils Outdoor cooking in Tamil Nadu, use portable stoves Single burner in TN, double in Karnataka
  31. 31. Generate Product Concepts Prototypes developed based on pain points Inputs for Product development Single and double burner requirement Smokeless Easy to fire and maintain burning Portable Easy to clean and maintain Should be able to use wood/agri-waste as fuel
  32. 32. Select a Product Concept Inputs for Refinement Height of stove inconvenient Increase opening for fuel Cooking Pot not stable Easy wear and tear of inner walls of stove Inputs for communication (derived) No coughing, no choking Clean cooking vessels & clean walls Easy to fire and cook Requires less fuel Stainless steel product triggers aspiration Five Prototypes Tested with potential customers. Two prototypes finalized for refinement and production
  33. 33. Final Product Compared to traditional stove 75% reduction in smoke emission 65% less fuel consumption Cooks twice as fast Program targets to reach 1 million households
  34. 34. Our Clients-Corporate
  35. 35. Our Clients-Development
  36. 36. Social Heart Business Mind Thank You

×