Visual research methods for understanding emerging markets: A case study of Nairobi, Kenya

Understanding society in emerging markets is often difficult due to shortcomings in the data resources available. Visual research examining the broader societal make up in a developing country is particularly helpful for enhancing understanding and is a useful supplement to other more traditional (non-visual) methods of data collection. This paper details a visual research study examining a cross section of 60 Nairobi households. The results suggest important factors that should be considered when trying to segment an emerging market and can help organisations and marketers gain a swift overview of societal composition in an emerging market.