Contextualizing Customers



This paper is based on fieldwork in Pakistan and Malawi and focuses on the importance of communicating contextualizing stories to HQ and business developer teams. By means of an explorative approach–even in highly structured commercial projects with formalized needs–we've uncovered findings and generated understandings that would be hard to pinpoint from a desktop-based pre-study or demand driven fieldwork. These findings in turn have proven to be important tools for said business developers in spite of the fact that they were not included in the initial fieldwork specification. Since our respondents are seen, heard and understood as far as possible within their own framework of values, priorities and aspirations, we, as researchers, are in a position to communicate a well-grounded and more refined picture of their daily lives rather than merely communicating the measurable hard facts back to corporate business developers.