Although we cannot disclose the name of the client nor the type of research, Niti and Dave condensed their broader insights in what it means to design for emerging markets in a long article for Core77.
“Recent observations in the field on the BoP consumer’s lifestyle and buyer behavior in Africa led us to conclude that their product choices and decision-making criteria are based on an entirely different set of values than those that influence the design of most consumer products today. A combination of factors such as local culture and history, as well the daily experience of coping with a life of adversity, lead to a different mindset when it comes to purchasing patterns.” [...]
“Simply adapting techniques and tools from your existing successful markets won’t do; you must build from scratch and refresh all your assumptions. Starting from a clean slate means designing products and strategies that are relevant, thoughtful and emphasize the values important to your new customer.”
We are looking forward to collaborate more with them in the future.