Madison Springfield has worked extensively throughout the country to provide a range of services including market research, survey research, stability assessments and due diligence to multinational clients from the development, information technology and security sectors.
Internet Usage Trends
Islamabad, Karachi, Lahore and Peshawar, Pakistan
A south Asian mobile application developer was seeking to enter the Pakistani market. In order to know how best to calibrate its product offering, it required a market research study that would reveal Internet penetration, mobile platform prevalence, and mobile application usage among its target customer segments.
A multidisciplinary team of market researchers supported by local field research professionals conducted market research and organized focus group sessions in the cities of Islamabad, Karachi, Lahore and Peshawar. The focus groups were facilitated by local researchers from each location and sought to assess the market potential for the company's products. The focus group results were then translated and analyzed. The focus group findings along with a review of technology trends were then analyzed to determine the most viable market entry courses of action.
The market research and focus group results revealed that the demand for the company's products were highest among a very specific psychographic group in selected locations. Based on the information provided, the company elected to focus its market entry on one pilot location and then re-evaluate other locations after the success of the pilot had been determined.
Development and Security
The primary aim of the project as identified by the client was to use social science techniques to study social groups and their contexts in order to identify those most relevant to prevailing and future stability in Pakistan, with supporting evidence based on primary research data. The secondary aim of the project was to express the research and analyses as a series of clear, accurate, practical and data-driven findings and prioritized strategic recommendations. Peshawar was identified as the pilot location for the study. Upon completion of the pilot, the client would then have a template for conducting future evaluations in other locations in Pakistan.
A multidisciplinary team comprised of social scientists, strategists and local researchers carried out a multi-stage, mixed methods qualitative and quantitative design to diagnose the root causes of instability and develop a strategy and supporting courses of action to achieve the client's stability objectives.
The final report detailed the results of the analyses of the qualitative and quantitative data including the identification of key factors affecting stability in Peshawar. In addition, the report provided data-driven recommendations for the achievement of the client's objectives. Lastly, the report included a robust measures of effectiveness framework that the client could reference in the future to assess the success of its efforts to enhance stability in Peshawar.
Peshawar and Quetta, Pakistan
An international development agency required an external assessments of programs it had launched to encourage entrepreneurship in Pakistan. While these programs had provided training to large numbers of young people in Peshawar and Quetta, the client had very little data to assess whether these training programs had actually resulted in new business start-ups or if any economic benefit had been realized in the communities where the training programs had been offered.
A Madison Springfield team comprised of senior analysts and local field researchers designed and executed a performance assessment to determine the impact of these training programs. To complete the assessment, a range of data collection activities were performed. Firstly, previous recipients of the training were interviewed. Secondly, local economic data was collected. Thirdly, site visits to new business start-ups were performed. All of the data was then analyzed to determine the overall performance of the programs.
The research revealed that while the training program was highly regarded by participants, the process for incorporating, obtaining a business license, and securing capital for the business start-ups represented significant barriers for launching new business. This realization caused the client to recognize the urgent need to work through locals to push for changes in the business code and to dedicate some of its program resources to micro-finance loans that entrepreneurs could use to launch their businesses.