Introduction to MART Research Team

8/8/2019 Introduction to MART Research Team

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Comprehensive End to End Solutions in

Emerging Markets





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 centricapproach

Strategy

Develop Strategy for Effective Decision Making

Pilot

Demonstrate strategy in contained geography

Scale Up

Scaled up sustainable business models

Training & Handholding

Rural Sensitization and Capacity building

ServicesEnd to End Solutions



SectorAreas of Work

Healthcare

Food &

Agribusiness

Telecom

Banking &

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 & Access

Village : Padari KalanUnnao (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 fordifferent occupationalgroups … identifies

appropriate timewindow available forcommunicating withconsumer



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 differentstakeholders 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 scanrural 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

• Opportunities Identified

Education, Health and Entertainment

Ethnography Research

I t l G H lth St d



Intel Grameen Healthcare Study :Bangladesh

Objective :

Understand Rural Economy & Healthcare Systems ; Exploring Opportunities forTechnological 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 theirreadiness 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 10districts spanning 5 states

• A quantitative study covering 1000 consumers was conducted. The sampleincluded 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 forconsumption.

• Study the retailing behavior of telecom products in rural markets

Airtel

• Study the rural consumer access to market services andtelecommunication as a medium in the process. The study covered theVAS services and their acceptance among rural consumers. Insightswere built for developing new VAS concepts.

Market Research



• Microsoft

Need analysis studies in rural areas to identify and select serviceswhich can be delivered through ICT kiosks.

Study the different ICT kiosk models across the country and evaluatetheir services for operating gaps and recommend services togenerate 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 BBCand intention to associate with the local programs to be aired byBBC.

Assessment /EvaluationResearch

i i bili f



Assessing Sustainability of CIC :Grameen Phone

• Objective:

– Assess the feasibility of the 16 CICs set up by Grameen Phone for their existingservices and identify potential new services

• Approach:

– Qualitative study among consumers to identify the enabling factors and thebarriers 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 atthe 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 consumerbehavior on savings, loans and insurance.

– Phase II – quantitative research to profile potential customers forinsurance, assess the rural potential and identify channels forpromotion 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, anddelivery, possible rural agents.

Sectoral Study andStrategy





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 issuesarising out of mal nutrition, infection andallergy

•Recovery of ailment is considered effectiveas soon as the patient feels better and cango back to work. Most of the time do notcomplete the dose

•Health service providers in villagesrestricted to RMP and governmentappointed nurse.

•Quality health services, both public andprivate, available in block town

• identified the ailments forwhich the company hadproducts and wanted to gain

a larger market•Nutrition for mother & child, TB,allergies were prioritized

•Need to associate withqualified doctors in semi-urban

•Need to build awarenessabout timely and completetreatment among people

Quali& QuantiResearch Strategy

Companyobjective

• Understand theawareness of identifiedailments, health issues

and related pain points inaccessing health services

• Assess the reach of thecompany brands



Scale UpA new

approach

Project Arogya

• 3 different models

developed to create

awareness. Models

based on level of

health awareness.

•Mobile health advisorswere core to all models

• Association with

health care chain

• information from

health workers on

where to get

treatment helped

villagers

•Relatively less delay inseeking treatment•Saved costs•Appropriate treatmenthelped build confidence•Health service providersappreciated company

efforts•Issues on availability of company productsaffected the pilot

• Challenge was re-

distribution of health

products such that

legal issues do not

arise

•Changes incategorization of products•Appointment of newsub-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 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 (chronicbronchitis) and lung cancer

• Declining forest cover to <15% of geographic areaagainst 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 onkerosene stove.

• Smoke causes choking and irritation in eyes

• Technical measurements of stove and utensils

• Outdoor cooking in Tamil Nadu, use portablestoves

• Single burner in TN, double in Karnataka

Interaction with TG•Focus group : Social/cultural

values related to kitchen, foodhabits and cooking behavior•In depth Interviews : KitchenManagement, 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

Prototypesdeveloped basedon 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 potentialcustomers. Twoprototypes finalizedfor refinement andproduction



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

http://images.google.co.in/imgres?imgurl=http://remade.files.wordpress.com/2008/04/gd2.jpg&imgrefurl=http://remade.wordpress.com/2008/04/27/godrej-approaches-interbrand-for-a-change-in-its-master-identity/&usg=__VBPmT6wCQMNq_Vpk4oSB-77G4NE=&h=174&w=532&sz=14&hl=en&start=3&um=1&itbs=1&tbnid=vXY7uMLG5-6i5M:&tbnh=43&tbnw=132&prev=/images?q=Godrej+logos&hl=en&sa=G&um=1

http://www.dsm.com/



Our Clients-Development

http://www.alertnet.org/redir/mem_out_aaindia/http:/actionaidindia.org

http://www.oxfam.org.uk/

http://www.dfid.gov.uk/



Thank You

Social Heart

Business Mind

Documents

Introduction to MART Research Team