MicroSave-Africas Focus Groups and PRA ToolsA MicroSave presentation distributed on www.ideasnet.org

MicroSave-Africa Market Research for MicroFinance How the Tools were DevelopedDeveloped with 9 MFIs inBangladeshPhilippinesKenya/Tanzania/UgandaPilot-tested as a toolkit inKenya/Tanzania/UgandaTraining underway/planned for:International NetworksMFIs in East/South/West AfricaAfrican TA Consultants

MicroSave-Africa Market Research for MicroFinanceFocus Group DiscussionParticipatory Rapid Appraisal Tools (14)Seasonality AnalysesLifecycle AnalysisProduct Attribute Ranking Wealth RankingCash Mobility MappingFinancial Sector Trend Analysis

Handout: A Quick Introduction to Market Research for MicroFinance

What Is A Focus Group Discussion ?Relatively new technique for data collection. Used to collect qualitative data - provides descriptive information not numbers and figures.6-8 homogeneous participants discuss a particular issue lead by a moderator probing (not prompting) and helping the group explore the issues in depth.The discussion is recorded. The Focus in Focus Group Discussion describes the importance of focusing on a few key (generally related) issues.

When Is A Focus Group Discussion Useful/Applicable ?To collect a large amount of complex data in a relatively short period of time. More in-depth examination of issues through the dynamics of a peer-group discussion.It is useful for qualitative/descriptive data collection and/or when detailed information is required in a short period of time.

Focus Group Discussion ProcessGet to know the sectorGet to know the clients et al Arrange Logistics and Select Interviewees Prepare and Pre-Test Discussion GuideRun Focus Group DiscussionAnalyse Data and Prepare Report and Presentation

Market Research & Prototype Development Process OverviewQualitativeResearch:FGD/PRAConceptDevelopmentQualitative ResearchPlanRefine the Concept intoa PrototypeProblemDefinitionQuantitativeResearch:PrototypeTestingProduct Ready forPilot-testUnderstanding clients needsTesting the product prototype

Focus Groups depend on the Moderator

Focusing on the Issues

and is fun too!!!

ExerciseBreak into four groupsSeasonality AnalysisLife Cycle AnalysisFinancial Sector Trend AnalysisProduct Attribute RankingReview the outputs of these PRA tools and answer the three questions.

Handout: PRA Tools (and on completion of the exercise PRA Tools Resolved)

Seasonality Analysis

Seasonality Analysis

Life-Cycle Analysis

Life-Cycle Analysis

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Financial Pressure

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Establish HHMarriageBirth 1st ChildChildren in Primary SchoolChildren in Secondary SchoolTertiary EducationLooking after ageing ParentsChildren's MarriageProlonged IllnessDeath of ParentsRetirementDeath of Spouse

Average Score3.75432.54.254.752.752543.54.5

Kamukamu WA, Wabigalo343345325454

Kyosimba Onaanya WA, Luzira554345225435

Dembe WA, Butabika553255315435

Grace WA, Buganda222244335435

Age Group18-2021-2223-2526-3031-3536-4041-4546-5051-5556-6061-6566 and older

Frequency2141718157106011

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Product Attribute Ranking

Uses and Options for the MicroSave-Africa Market Research for MicroFinanceMarket Research - for product development or refinementAnalysis of vulnerability/risk/opportunities and how clients use financial servicesAnalysis of financial landscape - informal/formalAnalysis of drop-outs and delinquency problemsImpact assessmentAnalysis of relative depth of outreachFraud/rent-seeking identificationImplementation cost

FGD & PRA: Many Uses in Many Settings

MicroSave-Africa A CGAP/DFID/UNDP Initiative

Promoting high-quality financial services for poor people

Shelter Afrique Building, Mamlaka Road, P.O. Box 76436, Nairobi, KenyaTel: 254 (0)2 724801/724806/726397 Fax: 254 (0)2 720133 Email: msa@MicroSave-Africa.com Website: http://www.MicroSave-Africa.com

What Is A Focus Group Discussion ?Relatively new technique for data collection. Used to collect qualitative data - provides descriptive information not numbers and figures.6-8 homogeneous participants discuss a particular issue lead by a moderator.Probing (not prompting) and helping the group explore the issues in depth.The discussion is recorded. The Focus in Focus Group Discussion describes the importance of focusing on a few key (generally related) issues.

When Is A Focus Group Discussion Useful/Applicable ?

FGDs allow the collection of a relatively large amount of data in a relatively short period of time. They also allow more in-depth examination of issues through the dynamics of a peer-group discussion.FGDs are therefore useful when qualitative or descriptive data and/or when detailed information is required in a short period of time.

Focus Group Discussions Process

Get to Know the Sector ->Get to Know the Clients->Arrange Logistics and Select Interviewees/Participants ->Prepare and Pre-Test the Discussion Guide-> Conduct the Focus Group Discussion->Analyse the Data and Prepare the Report/Presentation

Market Research Flow Chart

This slide provides an overview of the product development process.

Define the problem -> Understand the clients needs (through qualitative research techniques)-> Develop the product concept/prototype including costing and pricing-> Test the product prototype (through quantitative research techniques)-> Develop a product a pilot testing plan

Implement and Evaluate the product pilot

Develop a Business Plan for Launch/roll-out