This consumer research toolkit is designed to help cookstove-related businesses and organizations to collect information from and about potential consumers for more effective design, selection, promotion, and sale of improved cookstoves (ICS). Stakeholders can use that information to design approaches that best support complete adoption and correct and consistent use of the technologies most acceptable to the target group.
The tools help toolkit users identify: 1) stove designs, features, or models that appeal to consumers; 2) needed modifications to stove technologies based on consumer input and stove performance; 3) necessary consumer education on use and maintenance of stoves; and 4) marketing and financing approaches that stimulate stove dissemination and adoption.
Convincing consumers to buy, adopt, and exclusively use new, improved stoves is a complex proposition, affected not only by the choice of stove but also by fuel collection and preparation, cooking behaviors, and inter-family dynamics. Consumer research can help develop marketing and program strategies including selecting appropriate products most likely to be acceptable, affordable, and properly used by key target groups—groups that can also be prioritized through the research process.