OUR RESEARCH
GROUNDED IN WORLD-LEADING RESEARCH
IT’S OUR BUSINESS TO UNDERSTAND YOUNG PEOPLE
IT’S OUR BUSINESS TO UNDERSTAND YOUNG PEOPLE
WE’RE IN A 24/7 CONVERSATION
WITH YOUNG EAST AFRICANS
GroundTruth
Our unique GroundTruth methodology is a vital part of our research programme. Combining a range of interactive gamified activities, our GroundTruth sessions help us to understand and segment the beliefs, behaviours and motivations of our audience at a granular level. Crucially, this approach enables us to identify the ‘Shujaaz’ among our fans; the outliers, the heroes, who are breaking down the internal, social and economic barriers in their lives.
National Youth Surveys
We run a nationally representative cross-sectional surveys with over 2,000 young people in Kenya and Tanzania every year. Conducted as face-to-face interviews, the survey gives us a big picture insight into shifting trends and the most pressing issues faced by young people in East Africa; from health and sex to money and finances, to their motivations and aspirations.
Digital Conversations
We receive over 14,500 SMS messages from young people every week, and our team lead conversations across our social platforms 24/7, giving us live insights into the ideas, priorities and perspectives of our fans. We track trends across our digital channels to ensure we’re delivering the most impactful, engaging content to our fans, in the right format and at the right time.
Academic Research
Our Academic partners at North Carolina University, Tulane University and the University of California lead long-term panel and experimental studies to evaluate the impact of our social ventures; tracking our impact on attitudes, beliefs, behaviours and social norms, with a focus on health, financial fitness and confidence.
Big Data
We partner with data science experts at Africa’s Voices Foundation and Bankable Frontier Associates to understand our fans' conversations on SMS and social platforms; spotting trends and highlighting key insights. We’re currently exploring innovative new ways to harness our digital data to create tailor-made, personalized experiences for our fans.
Quarterly ‘Deep Dives’
Every quarter our in-house research team hold a series of interactive sessions with our fans, to ‘deep-dive’ into a priority topic or theme. These sessions act as a ‘temperature check’, ensuring we understand how the perspectives of our fans are evolving over time. Our deep dives are critical to producing authentic, timely, relevant and impactful content for young people.
NEWS & STORIES
OUR NEWS & STORIES
Spotlight
Blog
32K Shujaaz Fans Tune in to Have ‘Their Say’ on the Power of Barrier-Breaking Female Role Models
View full postYOUNG & KENYAN:
7 YEARS, 13,000 INTERVIEWS WITH KENYA’S MOST IMPORTANT GENERATION
An essential guide to the trends that will shape their future.
Check-out our new data visualisation report to understand the big trends that are shaping this crucial generation’s future. If you’re designing policies, programmes or products for young people – this is for you.