IMPACT & INSIGHTS

GROUNDED IN WORLD-LEADING RESEARCH

IT’S OUR BUSINESS TO UNDERSTAND YOUNG PEOPLE

It’s our business to understand young people; our in-house team and our unique GroundTruth research techniques ensure we understand what’s really going on for young people in East Africa.

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.

Digital fans in our network are taking control:

They earn $21 more a month than non-fans

Digital fans in our network are taking control:

They are 43% more likely to use condoms than non-fans

our network creates:

$10 of value for every $1 that we spend

Urban teenage girls in our network are taking control:

they are 2.7x less likely to marry in their teens than non-fans

Urban teenage girls in our network are taking control:

they are 2.4x more likely to delay childbirth

PUBLICATIONS

OUR PUBLICATIONS

Our research publications provide an unparalleled insight into the lives of young people across East Africa. Track the most important trends, and deep-dive into the world-leading impact of our ventures.
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Latest Publication

Compass | Meet Kenya’s 3m Young Micro-Entrepreneurs
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NEWS & STORIES

OUR NEWS & STORIES

All the latest news and insights from the team at Shujaaz Inc. Look under the skin of the big data with blogs and podcasts from our team and cut through the research by watching real stories from our fans.
News & Stories

Spotlight

COVID-19 | It’s time for the (young) heroes
COVID-19 | It’s time for the (young) heroes
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