Anecdotal evidence indicates a surge in growth of remote work in Ghana even before the onset of the Covid19 pandemic. For some service-sector SMEs in Ghana – particularly professional service businesses – cutting back on recurrent expenditure such as office rent and related expenses was always a necessary tactic to offset lower margins on fees and increases in direct costs of doing business.
Every marketer knows that customer insights should form the foundation of their product and marketing plans. Yet when I talk to marketing leaders at startups, they tend to balk at the idea of devising and executing thorough market research plans given resource constraints. Framing the survey results in this way enables your team to understand how your work can drive meaningful change throughout the organization.