Visual research methods for understanding emerging markets: a case study of Nairobi, Kenya


Understanding society in emerging markets is often difficult due to shortcomings in the data resources available. Visual research examining the broader societal make up in a developing country is particularly helpful for enhancing understanding and is a useful supplement to other more traditional (non-visual) methods of data collection. This paper details a visual research study examining a cross section of 60 Nairobi households. The results suggest important factors that should be considered when trying to segment an emerging market and can help organisations and marketers gain a swift overview of societal composition in an emerging market

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Swinburne Research Bank

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oaioai:vtl.cc.swin.edu.au:swin:16113Last time updated on 5/26/2016

This paper was published in Swinburne Research Bank.

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