MART Research team (Dellhi based Rural Marketing Research & Consulting Firm)
MART Research Team
Comprehensive End to End Solutions in
To become the most respected, employee owned consultancy firm in the emerging markets creating innovative and effective solutions in the sectors of our focus.
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.
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.
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
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
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
Resource & Social Map
Leads to understanding consumer’s ecosystem …. his cultural & community behavior…… Pain points to usage ….. Identification of felt need …… potential target groups
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
Maps the economic & social activities for different occupational groups … identifies appropriate time window available for communicating with consumer
Application of Dyad & Triad
Community decision making , involving several persons
Dyad, Triad or a mini group necessary to understand roles of different stakeholders in the ecosystem
Market Research: Areas of expertise
Knowledge, usage, attitude and practices
Testing communication materials
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
Education, Health and Entertainment
Intel Grameen Healthcare Study : Bangladesh
Understand Rural Economy & Healthcare Systems ; Exploring Opportunities for Technological Intervention in Grameen Health program
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
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
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
Study the rural consumer’s telecom needs and identify drivers for consumption.
Study the retailing behavior of telecom products in rural markets
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.
Assessment /Evaluation Research
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
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.
Assessing Sustainability of CIC : Grameen Phone
Assess the feasibility of the 16 CICs set up by Grameen Phone for their existing services and identify potential new services
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
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.
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.
MART’s End To End Solutions Research Concept Prototype Product Distribution Promotion
Innovation in Health Service Delivery
BoP Consumer Segments
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
information from health workers on where to get treatment helped villagers
Relatively less delay in seeking treatment
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
Breathing Space ProgramReducing Indoor Air PollutionA case of Innovation for Rural HouseholdsImproved Biomass Stove
Identify Customer Need
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.
114 Mn rural HHs using firewood/wood chips
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
Generate Product Concepts
Prototypes developed based on pain points
Inputs for Product development
Single and double burner requirement
Easy to fire and maintain burning
Easy to clean and maintain
Should be able to use wood/agri-waste as fuel
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
Compared to traditional stove
75% reduction in smoke emission
65% less fuel consumption
Cooks twice as fast
Program targets to reach 1 million households