Market Analysis at the Bottom of the Pyramid

Acumen, Acumen

The Course

You've developed an innovation, program or service to help the poor. Now how do you assess whether you're really reaching your target market? Customers at the bottom of the pyramid are diverse. They span different ages, poverty levels and occupations and use products and services in different ways. The more you know about your target customers, the better you can develop strategies and offerings that meet their needs.

This On Demand course from +Acumen and the Grameen Foundation will teach you about market segmentation, or how to divide your market into clusters that have relatively similar needs. You'll learn about the Progress Out of Poverty Index; understand the nuts and bolts of market segmentation; complete a customer segmentation matrix; and start to build customer personas so that you can better identify who you're targeting and design products or programs with them in mind. We'll draw from case studies of companies who have used the Progress Out of Poverty Index to collect meaningful customer insights including Starbucks, Unilever, CARD Bank, and, Samasource. After this 2 hour course, you'll be better prepared to implement market segmentation and use survey tools that can yield important insights about your customers.

Key Learning Outcomes:

By the end of this course, you will:

  • Understand how market segmentation can help you answer strategic business questions
  • Learn more about your customers by segmenting your market
  • Build a customer matrix and customer personas that help your organization strategically serve the bottom of the pyramid

More questions?

Please visit our +Acumen Page for more information. We invite participants to form groups to work together on this course. If you'd like to form a group with others, please send this link to your friends or colleagues to ask them to sign up!

If you don't have a group, no problem. On the the NovoEd platform you will have an option to form a group. Or, you can also participate as an individual and interact with others on the course forum. If you have any questions, please contact us at

This Course Is For You If:

  • You're an aspiring or practicing social entrepreneur targeting the poor
  • You're a global development professional who wants to understand if your program or service is reaching your target market
  • You took the Measuring Social Impact course from +Acumen and want to learn more about a specific application for the Progress Out of Poverty tool

About +Acumen Courses:

Acumen is a non-profit changing the way the world tackles poverty and building a world based on dignity by investing in companies, leaders and ideas. And +Acumen ("plus Acumen") was created in 2009 to give people a meaningful way to “add Acumen" into their lives. +Acumen makes Acumen's work in leadership available to everyone. At Acumen, leadership begins with moral imagination: the humility to see the world as it is, and the audacity to imagine the world as it could be. Combined with operational skills and financial skills, our courses aim to equip emerging change leaders with the tools to change the way the world tackles poverty and build a world based on dignity. Please check out other +Acumen Courses here. You can contact us at

Check out course highlights »

More Information


This course should take approximately 2 hours to complete. The materials can be accessed at any time and do not have to be completed in one sitting.

    Technical Requirements:

    You will need a computer that allows you to watch the course videos and provides the ability to upload all your assignments.

    Statement of Accomplishment:

    Subject to course completion (completion of all assignments), you will receive a statement of accomplishment signed by +Acumen and the Grameen Foundation.

    The Instructors


    Acumen’s mission is to change the way the world tackles poverty by investing in social enterprises, emerging leaders and ideas. Since 2001, Acumen has invested nearly $90 million in more than 80 companies and has impacted the lives of more than 100 million people. Acumen raises charitable donations to invest patient capital in early-stage companies that provide reliable and affordable access to critical goods and services to low-income customers. Patient capital has a high risk tolerance, a payback of investment capital over the long-term, the flexibility and management support needed to scale, and an unwavering goal of maximizing social impact. Our companies provide agricultural inputs, quality education, clean energy, healthcare services, formal housing, safe drinking water, and sanitation services to the poor in India, Pakistan, East Africa, West Africa, and Latin America.

    Grameen Foundation

    Grameen Foundation helps the world’s poorest people reach their full potential, connecting their determination and skills with the resources they need. They provide access to essential financial services and information on agriculture and health, assistance that can have wide-scale impact by addressing the specific needs of poor households and communities. They also develop tools to improve the effectiveness of poverty-focused organizations.

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    • Язык: Английский Gb


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