Project Everest

Adopted Experiment

[Adopted Experiment]: Customer Segment Female Sanitation Malawi July 2019

This experiment is to be conducted in conjunction with experiment 'Problem Definition'

Lean Phase: Customer Segment

Question: Does the target beneficiary recognise that they have the problem we are trying to solve? Who could be our early adopters?

Purpose: To validate our assumed early adopters .

Assumptions: Our assumed early adopters are in two segments

Customer Segment 1: Menstruating women over the age of 18 who are currently using materials to manage menstruation

Customer Segment 2: Menstruating School Girls who are currently using materials to manage menstruation

The assumption that we are testing within our assumed customer segments are:

1. Women/girls are using basic/inadequate materials to manage their menstruation

2. Women/girls are not able or do not feel comfortable participating in education or work-related activities while menstruating

3. Women/girls are adversely affected every month by inadequate access to the means to manage menstruation.


Time Box:  2 weeks 

Success Metric: % of women/girls who are surveyed answered desired response ( see below) to all 6 specific questions


Green Light: Proceed to offer testing UVP.

Success point: More than 60% of women/girls engaged with through the channel has identified with the problem and are seeking a solution ( by answering the desired response) 

Orange light: Continue to test variations of this channel to seek greater conversion. If the outcome falls below the success metric, but there have been significant observed trends in those taking action towards solving problems that exist in the same space, the experiment can be optimised such that the existing definition of customer segment is narrowed in line with those trends.

Failure point:  20% women/girls answered the desired response to the specific questions

Red Light: Ideate other early adopters and their behaviour and further channels as per the research and experiment.


Experiment Build:

Experiment Build A)

To test Customer Segment 1: Menstruating women over the age of 18

Conduct surveys with 100 women aged 18+ (Customer Segment 1) to test our three assumed problems.

community survey link


- All to rehearse meeting run through and project pitch

- Tasks delegated for during meeting (ie. 3 team members facilitating groups discussion, 1 team member presenting and introducing, 2 team members floating, one team member providing refreshments) 

- Kit and logistics check complete (inc. resources required, field guides and transport organised)

- Meet with chief of community prior to community meeting (either in separate meeting or 1 hr prior to community meeting commencement) in order to:

  • Introduce PEV (if necessary) and Sanitation Project
  • Thoroughly explain intent and purpose of conducting surveys with the community
  • Ask permission to conduct survey with the women of their community and ask for their input on ensuring it is conducted with cultural sensitivity
  • Request that chief addresses women at the beginning of the meeting to explain what we are doing and why, along with the importance of answering honestly and openly 

- Proceed only with permission of the chief (it is often greatly appreciated to provide chief with airtel for the phone calls required to organise meeting)

- ensure location for meeting is a safe and private environment, that no men will be in attendance and the women will not be overheard


- Chief to address the women when they have assembled at the meeting location to introduce team and project

- One team member and field guide to address community women, covering: 

  • Introduction of  PEV, team and sanitation project
  • Present problem assumption and explain why we are collecting data 

***Ensure expectations are managed, state that we are in the process of assessing the potential for us to make product or service affordable and available, but first have to thoroughly understand experiences of Malawian women****

  • State that team understands this is a private and sensitive topic. Ensure participants understand:

              - There is no right or wrong answers

              - They are not obliged to answer any questions if they are not comfortable

              - They can leave at any time

              - The survey is confidential and can be anonymous if they are not willing to provide their name

- Presenting team member is to frame that there is two options for completing the survey. One will be discussion groups (aimed to target illiterate women without singling them out) in which women can verbally answer questions and discuss their experiences with a team member and field guide. The other option is filling out the survey, with field guides and team members floating to assist where required. 

- Presenting team member is to call all women wanting to join the discussion option to the front to be split into groups of 6-7 women with a field guide and team member to facilitate.

- Presenting team member is to ask all women wanting to fill a survey to raise their hand. 2 team member to hand out surveys and pens as required.  

- One team member to present refreshments throughout survey conduction

- Team members not facilitating group discussions to float and assist where required

- Focus group facilitators to ask questions and record answers by writing notes. This is for qualitative purposes to analyse only, not to be included in survey results

- Surveys to be collected as completed

- Community members to be addressed and thanked


- All, including field guides, to debrief and write down observations through group discussion

- Survey data to be entered into spreadsheets and analysed

- Group discussion data to be analysed and written into report, this is to be cross checked with survey responses for any significant disparities to ensure we are not being ignorant of significant differences between literate and illiterate demographics

- Follow up phone call to chief to thank for organising/facilitating

- Refer to success metric to determine future actions


Experiment Build B)

To test Customer Segment 2: Menstruating School Girls

Conduct surveys with 150 school girls (Customer Segment 2) through external focus groups and facilitators to test our three assumed problems

- Provide focus group facilitator with facilitator brief and printed school survey

- Organise collection of surveys

- Ask facilitator for any further observations or insights from the focus group

- Enter and analyse data

- Refer to success metric to determine future actions

 Success Metric Questions

Assumption 1: Women are using basic materials to manage their menstruation


Desired response 

What material do you most regularly use to manage your period?

Any material that cost money  


 Assumption 2: Women are not able or do not feel comfortable participating in education or work-related activities while menstruating.


Desired response 

Does your period stop you from being productive/ disrupt your day?


How do you feel when your period stops you from being productive /disrupts your day? ( For community survey QX, School survey QX) 

Negative emotion 


 Assumption 3:  Women are adversely affected every month by inadequate access to the means to manage menstruation.


Desired response 

How do you feel when you experience these problems ( with current materials)?

Negative emotion 

What prevents you from using these alternative materials?

Affordability, accessibility, lack of knowledge 

edited on 9th July 2019, 09:07 by Jemima Crawford

Andrew Vild 8 months ago

Status label added: Experiment adopted

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