‘Bottom of the Pyramid’ Qualitative Research - P&G
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1) Cindy Malixi Graulty from Procter & Gamble presented on qualitative research methods for understanding consumers at the bottom of the pyramid. 2) She discussed key principles for BOP qualitatives such as immersing oneself in all aspects of consumers' lives to establish relationships and trust. 3) As an example, she described fieldwork conducted in Jin Ya Village in China, where researchers lived as part of the community, learning about daily routines, social activities, and shopping behaviors.
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‘Bottom of the Pyramid’ Qualitative Research - P&G
- 1. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360
- 2. Platinum Sponsor Media Sponsors Association Partners
- 3. ‘Bottom of the Pyramid’ Qualitative Research Cindy Malixi Graulty Procter & Gamble R&D Research Fellow Singapore Innovation Center
- 4. P&G at a Glance Number of Brands 300+ Countries of Operations ~75 Countries Where Our Brands Are Sold 180 Consumers Served by Our Brands Net Sales Celebrating ~4.6 billion $83.7 billion 175 years . . . The Largest CPG Company in the world
- 5. Our Promise To make everyday life just a little bit better, now and for generations to come.
- 6. BOP Qualitatives Key Principles 1. Landscape understanding 2. Establish relationship & trust 3. Immerse in all aspects of their life 4. Have lots of stimuli 5. Be agile & flexible
- 7. Bottom of the Pyramid BOP 2.1 Billion People ~40% of the world population
- 8. People living on <$2/person/day 2009 UN Human Development Report
- 9. Water Resource in Gan Su Ji Lin Water is a big constraint in Gan Su area, with water majorly sourced from spring water, well water Gan Su 14% 17% 4% He Bei 33% 32% 2% 1% 1% 26% 73% •Ji Lin 0% 37% 60% •Bei Jing •Gan Su •He Bei Shan Xi 7% Jiang Su 6% 15% •Shan xi 44% •Jiang Su •Si Chuan •Hu Nan Si Chuan 1% 3% 1% 79% 28% 11% 20% 14% 71% Consumer Immersion Location
- 10. Jin Ya Village Brief introduction on Jin Ya town •Jin Ya Town is 60Km away from Lan zhou City • With 1000 households, 3600 Population, 1860 people work on farming •4 factories in the town, 300 People work in factories •1 open market, opens every 3 days Way to Planting vegetable for major income Typical Yard
- 11. Getting to know your community
- 12. Getting to know you & your family Ms Huo, 32Yrs, with 9yrs son, farming with husband to raise family, with dream to build a brick house Ms Liang, 34 yrs, with 12 yrs old son, farming with husband to raise family, with dream to rebuild the house Life is not easy, but it’s happy life, and our further will be much better when children go to university. Children will have better Life than me. Ms Ma, 30yrs, with 8 yrs daughter, used to work outside in Guangzhou factory with husband, come back to farm vegetable because her daughter’s education. Her long term dream is on her daughter ( daughter goes to university and she can fulfill her daughter's needs ), and expects less farm work Ms yang, living in big family ( 6people) , used to work as part time in plastic factory, now work on farming with husband and do wholesales on vegetable at harvest time Ms Zhang, 34 yrs, living on farming very proud of her husband and her elder daughter who got scholarship in middle school in Lanzhou city
- 13. Home tour Big Yard with 5 rooms Consumer’s room For transport farming tools Tap water (3.5RMB/t ) Living room with coal heating system Kitchen room with both gas stove and induction cooker Bedroom Cistern water (rain) Northern China brick heating bed storage room with wheat, washing machine & old TV Toilet
- 14. A day in your life ….. Get up at 6am to clean up the yard Go to do part time work in plastic factory Send Child to school at 7am Go to open market shop every 3 other Go to plant vegetable at 7:30am Cook for family at 12pm
- 15. Sharing a meal Have Lunch with consumers Go to the filed for fresh vegetables Cook spicy dish Read magazines with her Make friends with pigs Learn to identify the
- 16. What do you do for fun? All about with friends Group Dancing competition Neighborhood support on each Open Market shopping other during harvest or Public bath togethe
- 17. Let’s meet the experts you trust? Cosmetic Store Hair Salon •Lots of Cosmetic stores along the markets with overwhelming varieties of Products available •Store owner is the key influencer on purchase Consumers buy different products at preferred stores due to value equation
- 18. Let’s shop together …. Food Supplies Famous Lan zhou “noodle bar “ Pigs for 1 year meat supply Daily consumptions Fresh vegetable Local brand Toiletries Road “Dentist” Bars 2RMB “Safeguard”
- 20. Be ready for surprises! Policemen’s questioning Shuttle Bus broken in the rain Journalist Interview
- 21. Recap: BOP Qualitatives Key Principles 1. Landscape understanding 2. Establish relationship & trust 3. Immerse in all aspects of their life 4. Have lots of stimuli 5. Be agile & flexible
- 22. Thank You! Q&A
- 23. Platinum Sponsor Media Sponsors Association Partners
- 24. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360