Market Research on PicoPV Systems of Lighting Africa

Lighting Africa

Lighting Africa is a joint IFC and World Bank program. Its objective is to provide up to 250 million people in sub-Saharan Africa with access to light generated by alternative energy sources by 2030.

Methodology

The research was accomplished by Research International East Africa.

It includes:

• two key market segments: households and micro-businesses in rural and urban areas
  
• five countries: Ethiopia, Ghana, Kenya, Tanzania, Zambia
  

The research collection, which was accomplished in 2008, consists of:

• Exploratory Qualitative Study. Objective is to gain a first insight on user demands and preferences. As usual in case of qualitative data, results can not be generalized, but provide an in-depth understanding of consumer needs and motivation. This phase includes 55 interviews. Simultaneously each respondent tested an off-grid product. Interviews were accomplished in each of the two market segments.
  
• Quantitative Usage and Attitudes Study. This phase aims to quantify users habits and attitudes. Additional questions, which were of keen interest: current expenditures for energy supply, willingness to pay. This phase consits of interviews with 1000 households and 400 small business owners in each country. Interviews were accomplished through structured questionnaires.
  
• Product and Concept Testing Study. Objective is to find out new additional product types. Strenght and weaknesses of products are explored.