MFK has developed three types of fortified popped millet food snacks and a peanut butter in a sachet that it hopes to distribute on the Haitian market. Regarding the popped millet: one is a sweetened product, the other salty, and a third product is a mixture of the two. The peanut butter is a plain creamy, partly hydrogenated product made from high grade local peanuts and imported varieties. MFK now wishes to test the products with consumers and develop a business plan for marketing them.
The market research presented in this report is drawn from several phases of investigation in Haiti’s Plateau Central (hereafter referred to as the Plateau) commissioned by the Clinton Foundation (hereon referred to as CF) and facilitated by TechnoServ Haiti, a Non-Governmental Organization (NGO) dedicated to “business solutions to poverty.”
The idea of Frequency Lists comes from the Freelisting technique used in Cultural Consensus Analysis (Romney et. al. 1986; Borgatti 1992). The technique is designed to document categorical knowledge, usually among non-literate people whose folkways are little known outside their living group. For example, a researcher may wish to learn about the types of local foliage rural Haitian leaf doctors use to concoct herbal remedies. The researcher would ask a sample of leaf doctors to give the names of plants they use. The questions are typically asked of 20 to 30 respondents. Responses from the sample of respondents are then correlated.