Traditional market research methodologies are inappropriate for informal, emerging or precarious markets and do not provide robust and authentic insights. With Firmenich and the Naandi Foundation, Archipel&Co has developed a collaborative market research approach known as “Community Voices”.

The idea is simple: empower young, under-employed adults from underprivileged communities to interview their peers. This peer-to-peer approach, which has been tested for both Usage &Attitude studies and Product Testing, leads to more accurate and reliable qualitative and quantitative data from informal and precarious markets by embedding epistemic privilege in survey design, implementation and analysis—while creating employment opportunities.

Initially launched in India in 2012, Archipel&Co has customised and deployed this innovative market research methodology in Ivory Coast, South Africa, and Kenya on various topics like water & sanitation, digital applications, energy, inclusive distribution, and nutrition.

To know more about our tools, process and experience: david.menasce@archipel-co.com

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Video presentation of our Community Voices
approach