For the past two nights, my colleagues and I have been huddled around this TV set at a marketing company. On the other side of the building in the boardroom, they assembled focus groups -- core groups of a representative demographic to whom we want to market our money cards. We were discretely watching the proceedings over closed circuit TV.
It has been a fascinating insight in the lives of the people here. These are some of the nuggets that I have gleaned.
- Quote: "Who can afford to go to church these days?"
- Quote: "I stopped going to clubs because I am tired of running for my life."
- Our assumptions about the unbanked in this country have been validated. Only 30% have access to cheques, and banks accounts.
- Quote: "My cell phone is an extension of my body."
- Sixty-five percent of the higher socio-economic group use their cell phones as alarm clocks.
- 100% of the focus group members, both of the lower and higher socio-economic groups have cells phones.
- Only 30% of the lower socio-economic group were fully employed (ie. not part time or casual)
- Only a very small percentage of people eat a formal breakfast.
- The average person eats out at least once a day.
Watching these proceedings was more interesting than watching TV.