New research unlocks power of mobile to transform lives
London, 21st September, 2011: World-leading research company TNS has completed an in-depth study, commissioned by Movirtu, to build an understanding of the needs and attitudes of the rural poor in Tanzania, India and Senegal. These regions have the highest concentration of ‘bottom-of-the-pyramid’ consumers, living on less than $2 per day, and this research was conducted to identify the real potential of mobile technology in empowering these farmers, women entrepreneurs and young people to improve their quality of life in these areas.
Ramona Liberoff [pictured], Executive Vice President of Marketing, Strategy and Planning at Movirtu, said, "We recognise the importance of listening to users tell us their needs and daily realities in our focus markets of Africa and South Asia. TNS’s extensive footprint across Africa and India and their combination of sector excellence and on the ground cultural understanding meant that they knew the right approach to take to build insights about the complex and evolving needs of our end-users, whose mobile needs are very different from more affluent or urban consumers. This research was critical to inform our product development – ensuring that we really will deliver benefits to these communities and can be a valuable partner to our mobile operator and NGO clients.” More…
