Project Everest

[EXPERIMENT RESULTS]: Sanitation Amisen - Offer Test: Problem Definition - September 2019

by
Lily Partridge
Lily Partridge | 4 months ago | in ROA Training S2 2019

Experiment Design Post:
https://projecteverest.crowdicity.com/post/2435980

Lean Phase:
Customer Segment and Problem Definition 

Assumption:
Working and studying women feel restricted when they are menstruating as it limits their ability to participate in daily activities.

Results:
Channel 1: Social Media:
Estimated reach of 2000 people via social media posts. 
Of the 2000 that we reached, there were 78 click thrus to learn more.
An orange light has been achieved with 3.9%. This metric sits between the green and red metrics metrics of 1.5%-5%. We will continue utilising this messaging however explore a channel with a similar level of ‘anonymity’.  

Channel 2:  Community Meeting (organised by village chief at Vengara)
24 women and girls attended the community meeting. 
Of the 24 attendees, 15 wrote down their names to find out more information and stay involved. 
A green light has been achieved with 62.5%. This exceeds the green light metric of 60%. We will continue to repeat this experiment with different groups and villages.  

Channel 3: Pamphlet at Clinic
800 people attended the clinic over the week, and of those 800, 580 were women and girls. 200 pamphlets were distributed, and 12 messages were sent in response. An orange light has been achieved with 6%. This metric sits between the green and red metrics metrics of 3%-8%. Given the majority of people visiting this clinic are female, we will continue to investigate this location with different channels. 

Validated Learning:
Social media was difficult to see a ROI given the low engagement rate and therefore the low reach rate. Given the nature of the content, people were unwilling to engage and share publicly which yielded a low reach. Social media proved that it could be viable as a future channel, however we would have to partner with potential influencers or affiliates or pay much more money to make it viable. The anonymity of engaging with the platform as a click thru works effectively in response to the issues surrounding the menstruation stigma. We will continue to investigate similar yet alternative digital channels. 

Community meeting showed promise with some key influencers expressing interest and sharing stories. This is not sustainable however proved that F2F does have significant merit at this stage. 

The clinic as an option could be viable, however a more tailored option to make the value of the test viable. E.g. it was expensive to print 200+ pamphlets for a low yield. We would also need to educate the local nurses at the clinics to help support the importance even further.

Next Actions:
We will progress to currency testing and value prop investigation, however more exploration of channels is also required.

 

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