Can the same features of a product/service originally designed for the wealthy consumers, be useful for the people at the base of the pyramid? What are the specific needs of people at the BOP? What can we learn from how they are currently improvising in the absence of tailored products and services?
BOP Learning Lab, an initiative of pi STRATEGY, conducted an ethnographic research initiative to explore the needs of the people at the BOP with regards to telecommunication and financial services.
This article was written in 2010.
pi STRATEGY