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VOC in emerging markets

Case Study:
Ethnographic research in emerging markets



research in emerging markets


Our client wished to design a device specifically catering to the needs of emerging markets.  In addition to prioritising customer needs, our client also wished for their engineers and key marketing personnel to gain first hand insights into how physicians and nurses use their devices and the environment in which they practice.

Key challenge
Complex logistics were the main challenge in this project.

We used our local knowledge of research practices to advise our client on markets where in-hospital interviews would not be tolerated and centralised locations should be used. 

In total, we conducted 197 hour-long interviews across Malaysia, Thailand, India, China, Brazil, Mexico, Argentina and Poland.

We enabled our client to design a next generation device to meet the needs of end users in a range of emerging markets based on our detailed feedback on the workflow process and customer needs.



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