This case study presents the story of Triple Trust Organization’s (TTO) market research experience from June 2002 through January 2004. At the end of TTO’s market research, the TTO Practitioner Learning Program (PLP) commissioned this case study and a companion technical brief on a qualitative research tool TTO customized for its research. The PLP was interested in capturing TTO’s market research experience to examine: (i) the process of getting and using market information to inform project design decisions; and (ii) the research methods and tools proven effective in getting information in weak markets. PLP managers thought lessons from TTO’s experience could assist practitioners in conducting more effective market assessments for programs targeting microenterprises
and better use the resulting information to design market development interventions.