Undertaking research at the bottom of the pyramid : from theoretical considerations to practical realities

This paper looks at issues in conducting research at the base of the pyramid (BOP) articulated in a paper presented at CIMaR 2007. It then reports on the differences between anticipated issues and the actual issues encountered in the conduct of research at the BOP in Zimbabwe. The paper explains why Zimbabwe was selected for this purpose and outlines the mixed method research approach adopted. It then reports on the difference between anticipated and actual research challenges as far as equivalence issues, information and data collection issues and operational issues encountered in conducting research at the BOP in Zimbabwe. The research undertaken highlighted the importance when undertaking research at the BOP, of using both ethnographic and emic approaches, recognising that there are rapidly changing social trends and attitudes at the BOP, of appreciating the need for researchers to utilise existing social networks, of considering the situation re gender at the BOP on a case by case basis rather than making etic assumptions, of carefully considering the issue of ethnicity and nationality as far as interaction between researcher and BOP respondent is concerned, of recognising the rural/urban divide and the number of different segments at the BOP and finally of appreciating that there will be marked differences in perceptions between different age groups at the BOP.