Methodological Issues in Social Science Research: Visual Methods in Knowledge Building

Understanding society in emerging markets is often difficult due to shortcomings in the data resources available. Visual research examining the broader societal make up in a developing country is particularly helpful for enhancing understanding and is a useful supplement to other more traditional methods of data collection. This paper shows, through a study carried out in Nairobi, how visual research methods can enhance research quality and provide greater insight to social structure. The results suggest important factors that should be considered when trying to segment an emerging market and can help organisations and marketers gain a swift overview of society composition in an emerging market