Incorporating the consumer perspective is critical to realizing success in the cookstoves and fuel sector – the benefits of cleaner cooking solutions will not be realized unless products meet consumers’ needs and are perceived as a worthwhile investment that will add value to their lives. Applying consumer insights to decision making around design and marketing leads can lead to more effective, as well more efficient strategies. This session will showcase examples of how research was used to generate consumer insights, highlighting key findings and specific tools and techniques used, as well as how insights can be applied.
Speakers:
Maryse Labriet, Director, Eneris Environment Energy Consultants
Julia Rosenbaum, Deputy Director/Senior Behavior Change Advisor, FHI360
Julie Ipe, Manager, Market Research & Knowledge, Global Alliance for Clean Cookstoves
Suchandra Nandy, Director of Client Solution, Nielsen India Pvt. Ltd.
Elisa Derby, Senior Program Officer, Winrock International
Presentations:
Derby, Rosenbaum – USAID/WASHplus – Bangladesh and Nepal: Assessing Consumer Needs, Preferences and Willingness to Pay for ICS (PDF) – Ghana TIPS Results and Toolkit 11 8 15 (PDF)
Labriet – Scaling Up Demand for LPG in Guatemala: Motivators, Barriers and Opportunities (PDF)
Nandy – Consumer Segmentation Study – India
Ipe – Market Research in the Clean Cooking Sector: Tools and Tips (PDF)