CIT

Each year, companies spend over $31 billion on market research. The majority of those dollars are spent trying to determine how to drive customers in developed markets to purchase. Less than one-quarter of the investment in market research is in emerging markets, with 16 percent of the total spent in Asia, 6 percent in Latin America, and just 2 percent in the Middle East and North Africa. The little that is spent on market research in developing markets has rarely been used to help micro and small enterprises (MSEs) understand and respond to growth opportunities along the value chain. Hope Consulting’s Customer Insights Toolkit provides practical guidance for organizations that want to design and deliver customer research in the developing world. The Toolkit, developed with the financial support of USAID, can be downloaded here.