A recent trip to Cambodia to understand this emerging market consumer reinforced how insights can come from even the smallest comment made by the consumers during Qualitative research studies. All you need is the right probes, ability to really listen to consumers and understand the meaning. Here is an example from Phnom Penh …
As the focus group discussion moved along and we talked about the motivations to acquiring consumer electronics, one consumer said “Buying consumer electronics is not so difficult these days. All I need to do is sell more bananas (he was a banana seller) and in a few months I can buy an LCD TV”
What a telling remark and such a great insight into the state of the market and the mindsets of people. The juxtaposition of bananas and consumer electronics reflects the state of development and acquisitive mindset of the consumers in the market. It reveals the consumer’s desire for progress and being part of the modern technology world. Finally it shows the positive mindset of the people in the market.
Qualitative research does have poetic rewards ….