Interview-Based Customer Insights in Developing Countries

It is critically important for firms to have a deep and profound understanding of who their customers are and what their customers want. When expanding across borders into economies on a different development level than the home market, gathering customer insights is especially important. In developing countries, where data may not exist, the option to conduct interview-based consumer research offers a compelling way to understand the needs and wants of consumers. This note aims to set out some guidelines that will support this effort—and perhaps help researchers to achieve better results when gathering consumer information in areas of the world where a different set of interpersonal rules may apply.