If they are to guide brand strategies amongst Base of the Pyramid (BoP) consumers, researchers must learn to operate without the shared assumptions on which communication typically relies.

In this feature, we explore how the absence of such common notions can greatly inhibit our ability to communicate – and we reveal the research approaches that can help bridge the gap:

  • How recruiting cultural interpreters can reveal different forms of consumer choice at the BoP
  • The importance of a truly common visual language, free of urban assumptions about the meaning of traffic light colours, for example
  • The importance of mapping BoP priorities, which shift consumer choices from “which product shall I choose to fulfil my need” to “which need shall I choose to fulfil”.
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