As our world increasingly surfs the technology wave, some still struggle on the other side of the Digital Divide. Some interesting, inspiring- and troubling- questions for the researcher emerge...
How can research give a voice to the voiceless- in society, government or economy? How can we initiate a dialogue or co-create participative solutions for this audience?
As marketers search for the Fortune at the Bottom of the Pyramid, how do we ensure that research tools are equipped for - and customised to - access and properly understand consumers on the other side of The Divide?
How can one develop markets or initiate new behaviours from a social welfare or economic perspective? How do we better understand these individuals, build a relationship or educate?
Relevant solutions could include developing ingenious and customised offerings to encourage dialogue with a traditionally hard to reach audience. These could include technology or infrastructural tools used individually or as a socially collaborative medium. On the other hand, proposed solutions could equally well be simple, cost effective and robust "back to the roots" options.
Whatever the route, the end result should be a deep understanding- and an inspirational example- of what it takes to cross over to the scary side - of a world without technology.
From Esomar
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