Investigates

The third step towards opening markets at the base of the pyramid is to conduct in-depth field studies.

Essential to collect specific qualitative and quantitative information, field studies focus on consumer needs and expectations, the adapted retail networks to reach these consumers, as well as the current state of the market (e.g. the competition's positioning).

We rely on a set of methodological tools: Rapid ethnographic assessments (REAs), focus groups, participatory workshops etc. Field studies provide an opportunity to analyse the gap between the offering and the need of a specific mix of products or services, assess existing and potential distribution channels.

Reciprocity also conducts quantitative surveys (recently: Survey of 500 informal small business owners in the Cape Townships)