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

MART Research Team

Comprehensive End to End Solutions in Emerging Markets

To enable the poor in emerging markets improve their quality of life, by delivering innovative, high value, end to end solutions through our partners.

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

MART

Vision

ValuesMission

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.

ResearchBusiness Problem Diagnosis through user centric approach

StrategyDevelop Strategy for Effective Decision Making

PilotDemonstrate strategy in contained geography

Scale UpScaled up sustainable business models

Training & HandholdingRural Sensitization and Capacity building

ServicesEnd to End Solutions

SectorAreas of Work

HealthcareFood &

Agribusiness

TelecomBanking & Insurance

Livelihoods & Market Access

FMCG & Durables

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

Advantage PRA

• User centric approach

• Community led approach cutting across literacy and caste

• Story telling mode 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 & AccessVillage : Padari Kalan Unnao (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

Activity Clock

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

– Initiator

– Influencer

– Decider

– Buyer

– User

• Dyad, Triad or a mini group necessary to understand roles of different stakeholders in the ecosystem

• Knowledge, usage, attitude and practices

• Consumer behavior

• Product development

• Brand study

• Market Sizing

• Rural distribution

• Testing communication materials

• Impact Study

Market Research: Areas of expertise

Some Research Assignments

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 StudyLive in the rural environment Observe daily life of men, women and childrenStudy associations, aspirations, attitude, interest and

opinions

• Opportunities IdentifiedEducation, Health and Entertainment

Ethnography Research

Intel Grameen Healthcare Study : BangladeshObjective :

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 Grameen Kalyan 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

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

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.

Market Research

• MicrosoftNeed 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

• BBCStudy 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.

Assessment /Evaluation Research

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

• 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.

Sectoral Study 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.

Hariyali Kisan bazaar – A super bazaar format for Agri-inputs. Study the consumer behaviour to the format and additional services expected from such a store.

Market Research and Strategy

MART’s End To End Solutions

Research Concept Prototype Product Distribution Promotion

Innovation in Health Service Delivery BoP Consumer Segments

NovartisArogya Parivar

Project Arogya

• 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

• 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

Quali& QuantiResearch

StrategyCompany objective

• Understand the awareness of identified ailments, health issues and related pain points in accessing health services

• Assess the reach of the company brands

Scale UpA new

approach

Project Arogya

• 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

• 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

Pilot Inputs

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

Project Arogya

Breathing Space ProgramReducing Indoor Air Pollution

A case of Innovation for Rural Households Improved 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.

• Market size 114 Mn rural HHs using firewood/wood

chips

Secondary study

Establish Target Specifications

• 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

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)

Generate Product Concepts

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

Prototypes developed based on pain points

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

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

Our Clients-Corporate

Our Clients-Development

Thank You

Social Heart

Business Mind