Op-Ed, Thai Thi Minh , Ghana, solar irrigation, groundwater, Ethiopia, pumps, agriculture, ACCRA, data, off-grid, small-holder farmers, water pumps, groundwater
16 August 21
‘Know your customers’ is arguably the first rule of marketing. By identifying and segmenting customer groups, companies can target their products and services to the right people, in the right way. This can open-up opportunities for growth, inform product development and improve customer retention.
But market segmentation is also easy to get wrong, often because of a lack of research and data. In Ghana, the International Water Management Institute (IWMI) is working with solar pump manufacturers and suppliers, farmers and other stakeholders in irrigated agriculture to boost the adoption of solar technologies that meet target users’ needs.