Measuring government satisfaction in Kenya
Mobile survey sampling in emerging markets
Our Client, NGO Africa Creates wanted to understand the issues and needs of the most impoverished and disadvantaged in Kenya. Our client also wanted to capture this group’s attitudes towards central and local government. Central to this challenge was contacting the hard-to-reach rural and urban poor.
Our mobile research approach generated a high response rate among this hard-to-reach group. It produced rich insight into the group’s attitudes to their government:
- 61% don’t believe their government listens to them or works for their benefit
- 72% don’t believe their government is honest and efficient
It also revealed they think a “better paid job” is the number one thing that would improve their lives.
Other findings highlighted a lack of know-how regarding how to provide government with feedback. If feedback was sent it would most likely be about improving job opportunities and fighting corruption.
These findings helped our client to strengthen their knowledge position and to improve their approach to helping local people raise their voice.
How we got there
Mobile phone penetration far outstrips that of PC and broadband in emerging markets. It’s high even among the lowest income households. That’s why we’ve developed a mobile survey sampling (MMS) approach for contacting groups in these markets.
Critically, we’ve created surveys that can be used via simple browsers and slower connection speeds. Consequently, they don’t gobble up costly data. In order to deliver these surveys, we’ve partnered with mobile marketing company TTC Mobile.
We’ve conducted AB testing to identify the most appropriate incentives to use to encourage responses. And to ensure the integrity of any data collected, we capture 20 data points – including the IP address – from each respondent.
Using this MMS approach for this project, we achieved more than 1,000 completed surveys in two days. More importantly, 25% of these surveys were completed by the target group of households with a very low income.
Capture the tastes, preferences and opinions of the next billion consumers
- Access hard-to-reach respondents in emerging markets using device and browser neutral mobile surveys
- Benefit from a dedicated network of mobile partner companies that can send SMS invites and transfer airtime incentives
- Maximize our knowledge of the appropriate incentives to achieve a high response rate
- Digital fingerprinting ensures panelists are genuine and unique