BopInc and partners publishes: Inclusive marketing research

BoP Innovation Center (BoPInc) and partners, among others Fresh Studio, rereleased the second publication of a series of five about inclusive business at the Base of the Pyramid (BoP), the poorest socio-economic group in the world.

Understanding the local BoP system and individuals within this system – consumers, producers, entrepreneurs – is fundamental to ensuring the successful development of ‘Inclusive Innovations’. In most cases, traditional marketing tools fail to provide useful market and consumer insights. The novelty of the subject means specific BoP marketing theory and models are yet to be developed.

This publication covers the main challenges, and aims to discover and understand new ways to research the BoP market in Bangladesh, Ethiopia, Kenya, Rwanda and Vietnam.

The publication is available through download on the BopInc website