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This technical note describes a qualitative market research tool—the “What If…” Service Concept Test—that Triple Trust Organisation (TTO
) in South Africa developed and used in focus group settings to assess interest and potential demand among owners of spaza shops (home-based convenience stores) in Cape Town for five business service ideas that could grow their businesses and improve the overall market share of spaza shops in the retail grocery and convenience store sector. This note discusses how TTO
used the tool to assess interest and potential demand for one particular service idea (payment mechanisms) and provides tips to other practitioners on how to use the tool and how to analyze the information the tool yields.