Harnessing hope and optimism life at the base of the pyramid
Kim MacIlwaine, Poonam Kumar and Bob Burgoyne explain the opportunity at the base of the pyramid for brands that get it right. Related content Intelligence Applied - Finding Faster Growth
Harnessing hope and optimism: life at the base of the pyramid Part 4 – key learnings
As spending power increases followed by an emerging consumer class, Kim MacIlwaine summarises the key elements businesses need to consider to be successful with these new consumers.
Harnessing hope and optimism: life at the base of the pyramid Part 3 – an Indian story
Logic suggests that brands have a limited role to play at the Base of the Pyramid. But try telling that to the people who live there. Poonam Kumar tells the story of Priyanka, a young girl from a village near Lucknow who needs all the support she can get as she embarks on adulthood.
Harnessing hope and optimism: life at the base of the pyramid Part 2 – an African tale
Different needs and opportunitites lead to innovative approaches to making a living and achieveing social mobility at the base of the pyramid. Bob Burgoyne tells the story of Mary who lives in Korogocho, Nairobi and for whom BoP means, ‘believer in providence’, or ‘banking on Peter’.
Harnessing hope and optimism: life at the base of the pyramid Part 1 – context
The base of the pyramid’s (BoP’s) population numbers 4 billion, with a combined purchasing power of $5 trillion. Kim MacIlwaine introduces the opportunity with this emerging consumer class.
The art of shopping
Siemon Scammell-Katz, author of ‘The Art of Shopping’ debunks myths about what is important in-store.
Aspergers, inc and the system one brain
Our consciousness think it’s the oval office of our brain, when in reality it’s the press office. Rory Sutherland explains how attitudinal change follows behavioural change and how heuristics can give us an advantage.
Aspergers, inc and the neo-classical economic model
Rory shares his thoughts on the power of behavioural economics and that human understanding needs to be better recognised at board level.
The role of education in innovation...
...or whatever happened to the December kids?
Power in the mind, power in the market
It’s not just how people feel about brands; it’s also factors beyond their control that impact what they actually do. So we need to measure ‘power in the mind’ and ‘power in the market’, for example accessibility and affordability. Related content TNS Brand & CommunicationThe Commitment...
How much content do you need?
Rather than asking respondents every question we have, surely we should only ask what is relevant to them. Jan Hofmeyr explains how to double the predictive power of research studies whilst cutting the costs by 40%. Related content TNS Brand & CommunicationThe Commitment Economy
Universal truths of commitment
Brands need to move beyond ‘delighting’ their customers and strive to achieve long-term commitment.
Truth in survey research
Research findings are rife with mutually compensating error – where people tell us they will use a brand and don’t are countered by people who tell us they won’t use it and do. Jan Hofmeyr challenges us to move beyond this mutually compensating error and strive for greater truth in survey research...
