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

Abstract

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