Not-for-profit organizations working globally need to undertake social research to identify, plan, and measure the efficacy of their programs. The teams consist of social scientists, project managers, governments and other professionals who collect data at grassroot levels that help policy creators make sound-decisions.
Since data for such studies has to be collected from remote and sometimes inaccessible areas, social research methods are beset with challenges. Merren, the messaging app based survey platform, is built to collect data and feedback from hard to reach audiences.
Here are some of the challenges in social research and how Merren can help overcome them:
1. The other side of the digital/ browser divide:
The nature of the work that the social agencies undertake requires them to collect information from those living on the wrong side of the digital divide. A large section of the relevant demographic may not be physically accessible, but they are also not accessible through online (READ: “web based”) survey. It would be very hard to reach the target group with a link to a survey. Traditional social research methods that use web-based surveys have always struggled to find responses.
The good news is that many of these groups have good penetration of social networking applications. They might not be familiar with emails but widely use messaging apps such as WhatsApp and Facebook Messenger.
Whatsapp has seen tremendous growth in markets that have a significant browser divide, be it in Africa, Asia or Latin America. Countries such as Kenya (97%), South Africa (96%), Nigeria (95%), Brazil (91%), Indonesia (87%) have the largest numbers of Whatsapp users. India alone has half a billion WhatsApp users.
This cements the belief that messenger platforms can augment research methodologies. Merren is built to run surveys and data collection on messaging apps such as WhatsApp and Facebook Messenger amongst other channels.
2. Learning curve with browser based survey interfaces:
Even if you could somehow reach the relevant target audience via online surveys, the response rate would suffer due to the learning curve associated with an online, browser-based survey. Even explaining the basics like a radio button or a checkbox, can become a challenge.
WhatsApp or Facebook Messenger, on the other hand, are mediums that these audiences are already familiar with. An average user spends 38 minutes on WhatsApp. This kind of usage breeds comfort with the interface. There is no learning curve for responding to a survey routed through it.
3. Bridging the language barrier:
Another major challenge when accessing these markets is the language barrier. The target audience might be comfortable with different languages that the survey setter might not be. However, this is an important barrier for the latter to overcome as setting surveys in a language that the audience is not comfortable with, will lead to low response rate and comprehension issues. In other words, this will get you fewer responses and the quality of these responses would be poor.
Merren supports more than 70+ languages. The survey can be programmed in English and auto-translated into 70+ languages. Localizing the survey goes a long way to help with comprehension of the questions and an improved response quality.
4. Addressing literacy barrier to obtain genuine responses:
The issue of literacy is also an important factor. How do you conduct self-administered surveys when your audience cannot read? Merren has deployed a WhatsApp survey in rural India for a major consumer product where the questions were augmented with audio support to help with comprehension. In these surveys, each question was followed by an audio version of the same question to help understand the question better.
Merren also allows responses to be collected in audio or video forms, in case the respondent is unable to respond via text.
5. Acknowledging cultural barriers for research:
In some cultures around the world, people are more comfortable responding on certain mediums rather than sharing data with an unknown person. Research that needs representation from both men and women often have cultural barriers. In rural areas, there may be gender barriers (such as women refusing to speak to outsider men other than their family members, or husbands speaking on behalf of the wife). To overcome this obstacle, it makes the most sense to use a medium that is accessible at a close proximity. This will be the messenger applications.
6. Mapping long term user behaviors:
Certain behaviors can be mapped over time. This concept is similar to digital diary where customers use a certain solution, product or service and feel differently with each usage. Their feelings can be influenced by their surroundings as most people are influenced by their families or peers. It might not be feasible to conduct such longitudinal studies in remote areas. Using Merren to collect data periodically is an efficient way to document shifting attitudes, preferences, and choices.
7. Obtaining responses from busy populations:
In urban areas, where the working population lacks the time to sit for a leisurely chat, Messenger Surveys are a boon. Populations ranging from office workers, taxi drivers, mechanics to hairdressers may lack the access during large part of the day to for in-depth conversations or to fill in an online survey form.
Messenger surveys are more resourceful, easier to use and feasible in terms of accessibility and response. Messenger based surveys work best when the reach needs to be among a wider audience and projects may have a shorter time frame. With appropriate reward systems and systematic follow up, Merren has the facility to gather crucial data that can be used by scientists to analyze and formulate data reports in a faster manner.
To see how Merren works in real time, book a demo call with us. We will be happy to walk you through the process of how your social research studies can be upgraded with automation.