Project Everest

Experiment Results

[Experiment Results]: Offer Test Nutrition Amisen April 2019

by
Lily Partridge
Lily Partridge | 9 months ago | in ROA **TRAINING**

Reference to Experiment Post: [Proposed Experiment]: Offer Test Nutrition Amisen April 2019

Experiment post: https://projecteverest.crowdicity.com/post/1315210

Lean Phase: Customer Segment & Problem

Assumption: That parents with primary-aged children feel helpless and poorly educated around how to support their family’s nutritional needs.

 

Results:

Channel 1: Posters in a village Healthcare Centre with USSD code.

PCM: Scared about your child's health? Education for family nutrition is available to you

CTA: Use this code [USSD]

Timebox: 1 week 

5 posters were displayed around the centre.

215 USSD codes were used

470 people attended the healthcare centre over this period

A green light has been achieved with 45.7%. It is less than the predicted success metric of 50%. As this is still a relatively high engagement percentage given the lower saturation of Early Adopters within this channel, this is still considered a success in terms of validation.

Comments:

From observations when putting up posters, approximately a third of the adults attending the healthcare centres were accompanied by children, however we don’t know if they were there for the children. A significant number of children appeared undernourished, but the information surrounding this has not been explored or confirmed.

  

Channel 2: Pamphlets distributed to students in a local village primary school.

PCM: Frustrated about not feeling your best? We have information

CTA: Fill out your details and return this to your teacher.

Timebox: 5 days

35 pamphlets were handed out.

6 were returned

All children (35) in the school were given a pamphlet. 

An orange light has been achieved with 17%. This same channel will be reused, however through a different method of assessment with less variables.

Comments: From discussion with teachers at the school, we found that a lot of children often lose notes/form, or forget to hand them to their parents or return them in the process. The teachers also identified that there is a real range in the nutritional access and deficiencies they’ve observed in their students, indicating that parental pressure might be an option to investigate in marketing. This was also a potential issue given the literacy rates of parents surveyed through this process. We deem the channel of schools to be potentially quite effective.

 

Channel 3: F2F Engagement at a local Marketplace – interviewing/offer testing with people who purchased 5-10 different varieties of fruit/vegetables in one trip.

PCM: Do you feel hopeless when it comes to knowing what nutrition your family really needs? We can help you provide them what they need.

CTA: Sign up here to find out more. EOI signed with contact details provided

Timebox: 3 hours 

24 people were interviewed.

16 expressed interest

A green light has been achieved with 66.6%. This exceeds the anticipated 60% success metric. We will be progressing with the UVP stage and considering further opportunities at the point-of-purchase as a channel.

Comments:

Almost everybody that we spoke to was a female and most of these were shopping to support a family with at least one child. They recognised that a good diet was important for the health of their family, however didn’t really know what this would other than “fruit and vegetables”. Majority of other people observed at the market who were not interviewed were also female.

 

Validated Learning:

Results indicate that low to moderate socio-demographic villagers, particularly parents with young children and babies in Amisen are our customer segment. The assumption that they feel helpless and poorly educated around how to support their family’s nutritional needs was correct.

 

Next Move:

The next experiment to be conducted is develop a UVP and explore this using Currency Testing

edited on 25th April 2019, 13:04 by Lily Partridge

Wade Tink 9 months ago

Status label added: Experiment Results

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