Undertaking research at the bottom of the pyramid using qualitative methods : From theoretical considerations to practical realities

Purpose – The purpose of this paper is to examine qualitative issues involved in conducting research at the base of the pyramid (BOP). The paper reports on the differences between anticipated issues and the actual issues encountered in the conduct of research at the BOP in Zimbabwe. Design/methodology/approach – Qualitative data collection methods comprising in‐depth one to one consumer interviews, focus groups, ethnographic observations and case studies were used to conduct the research. Findings – Findings from the analysis are based on multiple experiences from multiple sites and these suggest that the main themes established from previous studies on cross‐cultural research are also prevalent at the BOP. However, the findings reveal a number of challenges specific to the BOP and suggest that the BOP is not one homogenous market. Research limitations/implications – The sample used for consumer interviews is small, and confining the focus to the food and personal hygiene sector may limit generalization of findings to a broader population. Practical implications – The study provides insight on potential procedures and strategies to deal with the challenges of undertaking research at the BOP. Social implications – The study provides insight on how social networks can be used as a mechanism for facilitating research and overcoming a number of challenges faced by researchers at the BOP. Originality/value – Research into the BOP is a relatively new area of study in the field of international business. This expands knowledge in the area of challenges faced by researchers conducting research at the BOP by providing both new insights and advancement of previous research by employing empirical qualitative mixed research methods to study consumers and firms since the two have a dyadic relationship.