Market research
Indians living in small towns and cities can not be typecast
You are not your customer. The customers brands and businesses serve are not similar to the people around them. Most business failures are because of lack of orientation towards the existing and prospective customers.
Prashant Singh is a technologist and entrepreneur. He recently shared his observations of users and customers living in small towns and cities such as Bikaner.
My favourite 6 from a list of 25 insights are:
Users in small towns can navigate web in foreign languages. Most had experienced video by watching porn on Chinese apps.
Young people use digital payments for movies and snacks. But, they prefer cash on delivery (COD) for e-commerce. Business focusing on Tier 2 cities should offer COD.
Young users get to know about sales promotions either through word of mouth or specific WhatsApp groups.
People hate typing. They prefer voice to type while chatting.
Users value the words ‘import’ and ‘export’, when considering non consumable products. Made in India works for consumable products.
Merchants prefer e-payments over point of sale machines. They cite success rate and bank integration. They also prefer Google Pay over other brands.
Worth your time: Understanding customers is marketers’ most misunderstood mission Link