How international values-based surveying provides the Global Goals community with strategic knowledge and tactics for engaging new allies.

 

WHY

On 25 September 2015, the 193 countries of the UN General Assembly convened in New York and adopted the 2030 Development Agenda. This was the beginning of the Sustainable Development Goals (SDGs) campaign, which was supported by numerous organizations and social movements. The SDGs  encompass 169 targets summarized in 17 Global Goals. The first Goal is “No poverty”, which aims to end poverty in all its forms everywhere.

Based on World Bank figures, the world is already halfway in eradicating extreme poverty. In 1990, 1.9 billion people lived on less than $1.25 per day. By 2015, this number had dropped to 836 million, a decrease of 56%[1]. The decrease has been most impressive in South & East Asia and the Pacific Region.

The main question is to which extent the general public is aware of the steep decline in extreme poverty and how awareness can be raised. The purpose of the research project is twofold. First, we aim to contribute to a better-informed discussion on the progress in poverty alleviation in order to help generate momentum for the SDGs campaign. Second, we seek to identify and profile promising groups in society – the frontrunners – which can assist the SDGs campaign in engaging more people globally. Values-based surveying makes it possible to identify frontrunners around the globe, understand who they are, what motivates them and what kinds of narratives the Global Goals  community (mainly governments, charities and involved companies) can use to resonate with the frontrunners and possibly turn them into ambassadors of change.

Motivaction International conducted the second Glocalities survey in 24 countries among the general public. In the syndicated survey various questions on poverty and the SDGs were included. The outcomes show that 87% of people around the world are unaware of the steep decrease in extreme poverty, believing instead that global poverty has either stayed the same or increased over the past 20 years. Only 1% of people across the globe actually know that extreme poverty has halved, as is the case based on the World Bank figures.

The huge discrepancy between people’s perceptions and reality indicates major challenges in efficiently communicating progress in the fight against extreme poverty.

HOW

The research was set up by Motivaction International and took place between December 2015 and February 2016 in two phases. Motivaction worked closely together with international fieldwork partners SSI and Lightspeed GMI.

In the first phase of the survey, 56,409 respondents from 24 countries participated[2]. In this phase the questions that we use for building the values based models and instruments were incorporated. The questions about the SDGs and poverty were posed during the second phase of the project, in which 26,492 re-contacted people from the first phase completed a follow-up questionnaire

The Glocalities database contains more than 2,500 variables covering a wide spectrum of people’s lives, values, preferences and behaviors. When analyzing data, we employed triangulation – using multiple instruments – in order to validate findings and offer robust insights. We used the following tools in the analyses:

• Trends and values: These are statements describing sociocultural phenomena in society that influence people’s behavior and choices profoundly. We integrated a set of 38 trends that are internationally active and 50 everyday life values statements.
• Values cards: 48 visual representations of fundamental human values, based on values inventories from the work of social psychologist Milton Rokeach and cross-cultural researcher Shalom Schwartz. The usefulness of the cards lies in the fact that they activate an additional sense of the respondents – their vision – in order to ‘map’ their values profile.
• Archetypes: Narrative techniques to express the core message in ways that tap into universal feelings and instincts among people. In this way, organizations and brands can have a better positioning and maximize the fit between the values and messages that they want to express and the storylines that resonate with people.

Preparing, writing and releasing the report was a journey in itself. Due to the aim of the project to have impact and raise awareness, we asked several experts from academia, governmental bodies and the charitable community to contribute to the report by giving feedback and advice. The experts consulted include among others Jan Peter Balkenende, former Dutch Prime Minister, Karel van Oosterom, the Dutch Representative at the United Nations in New York, Herman Wijffels , Professor of Sustainability and Social Change at Utrecht University, Matt Grainger, Head of Media at Oxfam International and Michael Sheldrick, Advocacy Director at The Global Poverty Project / Global Citizen. The survey was supported by the Bill & Melinda Gates Foundation. We released the report in partnership with Oxfam International and Global Citizen with the objective to help shape anti-poverty work.

The report was launched in New York on 22 September 2016 on the occasion of the first anniversary of the Global Goals. The findings were presented to a highly motivated group of young activists from across the globe, in cooperation with Global Citizen. The full report, the press release and an animated movie clip with the outcomes can be downloaded at http://www.glocalities.com/news/poverty.

WHAT

The findings in the report are valuable for the charitable community in several ways. First the results make clear that the vast majority of people around the world believe that global poverty has either stayed the same or gotten worse over the past 20 years, when the exact opposite is true: it has more than halved. The scale of pessimism and misunderstanding could threaten the tough job of pulling “the second billion” out of extreme poverty.

Oxfam Campaigns Director Steve Price-Thomas said in the press release of the report:

“The halving of global poverty is the biggest unsung success story in recent human history. The achievement shows what is possible – but also highlights what remains to be done. We still have a long way to go and need public energy now more than ever. The success could start to reverse quickly if we don’t tackle with equal passion the rise of inequality and abuses driven by conflict, land grabs and climate change.”

Global Citizens advocacy Director Michael Sheldrick said:

“These findings bear out the fact that more of our supporters are coming from countries where great transformation or high economic growth are taking place. For example, in the top 10 countries represented on one of our Facebook channels, among the 156,000 followers are from India, Pakistan, Bangladesh, Nigeria, The Philippines and Kenya. The key is now providing those who believe their actions can make a difference with a way to get involved and to help, including by raising awareness amongst other parts of the public.”

Martijn Lampert, Research Director Glocalities said:

‘’Now we are half way to eradicating poverty, it is time for more enhanced public engagement strategies to help finish the job’’.

People’s opinions and knowledge about the developments with respect to extreme poverty differ depending on who and where they are, what they do and what they believe in. The report proposes smarter new ways for governments, donors and NGOs to engage different people in different countries.

The research resulted in a clearly-defined profile of the frontrunners (full description can be found in the report). For example, these people often already occupy influential positions in society, leadership and the business community. However, in order to gain the highest leverage and really make a difference, it is imperative to promote initiatives that are proven effective. Most importantly, the analyses reveal that storylines and frames which have a strong fit with the ‘ruler’ archetype (setting goals and working towards realizing them) are appealing  among the frontrunners, while people from the charitable community more naturally resonate with storylines conforming to the ’caregiver’ archetype.

Secondly, information about the frontrunners’ lifestyle and media usage was included, which allows identifying promising channels for communications. We recommend, for example, to start with launching a collaborative platform for the Global Goals.

The creative communications material below this blogpost (an animated movie clip and a shareable infographic developed by Motivaction) contributed to the sharing of the findings by the partners.

Motivaction shared the report with the executive office of the Secretary General of the United Nations and the Special Adviser on the 2030 Agenda. With the help of Oxfam and its local affiliates the report was covered by Reuters and newspapers around the world. Examples of publications include:

• USA – The New York Times – The best news you don’t know
• Australia – Probono Australia – Most Australians Have No Idea Extreme Poverty Has Halved
• Croatia – Nacional – Pesimizam zbog prijetnji globalnog siromaštva usporava napore za pomoć
• United Kingdom – Thomson Reuters Foundation – Pessimism over global poverty threatens to stall efforts to help – report
• France – Libération – Pourquoi l’extrême pauvreté recule-t-elle dans le monde?
• Germany – Der Westen – Mehr als jeder Siebte in Deutschland von Armut betroffen
• Indonesia – Kabar24 – Sikap Pesimis Masyarakat Hambat Penanggulangan Kemiskinan
• Spain – Noroeste Madrid – El pesimismo y la confusión socavan la lucha contra la pobreza

The New York Times column by Nicholas Kristof, which was inspired by our survey findings, caught the attention of Bill Gates, who posted a the following tweet about the topic: Bill Gates.

[1] http://www.un.org/millenniumgoals/2015_MDG_Report/pdf/MDG%202015%20rev%20(July%201).pdf

[2] Australia, Austria, Belgium, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Mexico, Netherlands, Poland, Romania, Russia, South Africa, South Korea,  Spain, Sweden, Turkey, United Kingdom and the United States

For more information about the survey: www.glocalities.com/poverty

 

 

 

 

By Martijn Lampert, Research Director Glocalities at Motivaction International, and Panos Papadongonas, Researcher Glocalities at Motivaction International

 

 

Social research addressing burning issues in society can help millions of families live better WHY? According to Porter & Kramer in Strategy & Society, Businesses need good societies and societies need good businesses. In agreement with the concept, TITA Research considers the commitment to Corporate Social Responsibility (CSR) an important part of the corporate mission. CSR not only makes the world better but will also make the company more sustainable. TITA Research annually performs four CSR programs, one of which is “One is greater than one million”. There are many ways to make the world better. One of the most popular is donation. A sweater helps a person keep warm. A meal helps save a person from hunger or a house accommodates a family. In general, donation is a good way to share something from your heart. However, only an attempt from a Market Research Company to carry out social research to address burning issues in society can help millions of families live better. That is the Meaning of One is greater than One Million Concept. “One is greater than one million”, initiated in 2014 with a project focused on teenagers to help parents and sociologists gain a better understanding on the situation of young people in big cities of Vietnam, thereby offering solutions to help parents to narrow the gap with their children. In 2016, facing the rapid alarm about the horribly increasing rate of unhappy family and divorce rates in Vietnam in the last decade, and pursuant to judicial statistics mentioning 40% of marriages ended in divorce (double comparing to 1998)*, we decided to conduct the project “Happy Family” with the purpose of studying the root of potential risks causing family break, then coordinate with social organizations to bring solutions to strengthen the nest of family happiness. *http://phununews.vn/qua-bom-ly-hon-tang-chong-mat-va-trach-nhiem-cua-dan-ong-viet-75205.html

HOW?  In order to provide a thorough understanding about the family, three key approaches wereintegrated into the research.  In phase 1, we used Desk research to explore the general background about Vietnamese families and the issues mentioned frequently by families and society. Phase 2 Qualitative, it also included 2 stages: we conducted in-depth interview with expert family counselors and famous journalists in family life to identify important matters affecting married couples in Vietnam families and Focus group discussions with married adults sought insights that explained the behavior and attitudes occurring in the daily behavior of Vietnamese couples. Besides that the results helped in the development of the questionnaire for the next stage of quantitative effectiveness. In Phase 3 Quantitative, we randomly interviewed 400 married adults in Ho Chi Minh City and Hanoi. The study offered a comfortable feeling to respondents to answer all questions accurately by combining face-to-face interviews at home with self-administration of sensitive information.  The project was conducted with traditional methods like face-to-face interviews aiming at obtaining the best representation of all urban families in Vietnam.

WHAT? The study found out a lot of insightful findings as follow: Having the first child marks a strong reduction in satisfaction in married life because parents study about how to bring up a baby, but not on psychology, biology for the couple themselves. In addition, there are just few courses on the topic available for parents. Therefore, many parents don’t have enough knowledge to manage themselves and make their spouse happy. So, communicate to newlywed couples that the stage of having the first child is really a very big event in the marriage with consequences. They should together become well prepared. In addition, more special training courses should be made available for this special stage. Normal families (those who do not claim they are happy) gradually share less chores and show less concern compared with happy families. So, the increased habit of displaying love to spouse every day by words and actions will make family full of joy and happiness. Whoever resolves disagreements by facing issues and finding solutions or takes their spouse for granted will feel more comfortable and happier in the family. In order to gain a peaceful atmosphere in the family, parents should learn how to resolve conflict. On the other hands, NGOs newspapers should increase education and communication about the basic differences between males and females. Sex life largely impacts family happiness. Happy couples are more open in sharing, talking with the spouse about the issue, more considerate about their spouse so that both have real satisfaction. Rate of reaching orgasm about six out of ten times. Key barriers preventing from reaching orgasm are tension, lack of concentration, not enough foreplay or lack of sensitivity. With a thorough approach, insightful findings and value for society, the project gained a lot of support from media agencies: e.g. A seminar was organized by Women newspaper, 2 TV stations reported news about the seminar, more than 15 newspapers posted articles to educate and guide couples on how to build a happy family. In addition, a  number of Churches integrated findings in Pre-married courses. TITA Research starts the ball rolling by conducting research to understand root causes which impact family happiness. However, to make the project successful and beneficial for millions of people, we wish to amplify NGOs cooperation as well as organize training courses for couples. That is the practical way to help families be happier and make the world better. By Phan Quang Thinh, Managing Director, TITA Research Vietnam Full report available at  www.titaresearch.com.vn

How market research is working to the benefit of Rwandan survivors.

 

 

 

WHY?

The key challenge for all seeking to build a better world is connecting the decent intentions of those who to seek to help with the realities of life on the ground. How do we ensure genuine needs are targeted, and in the most effective way possible? Especially where resources are limited and/or there are limitless calls upon the resources.

Take Rwanda, where the horrendous consequences of the 1994 genocide live on: traumatised widows, many deliberately infected with HIV; child-headed households where the lead sibling foregoes education while other siblings struggle due to trauma or lack of resources; and graduates who emerge in a developing country with no job or business knowhow. Programmes must be, and are, developed to assist but how to ensure money is being spent where it can achieve most impact?

The answer lies in part with market research, as shown by the success of Survivors’ Fund SURF, the charity fundraising for, and supporting the survivors of, the Rwandan genocide. Monitoring and Evaluation has been the growing focus of Non-Governmental Organisations and donor Governments, in assessing whether outputs of aid programmes are achieved, and how much these contribute to the desired outcome. Crucially, such drives further investment by donors delighted with certainty of what is being achieved. Research-powered M & E has been a key element in the projects SURF has implemented with long-time partner Comic Relief, including a £1 million home-building scheme providing shelter for over 1,800 widows and children. M & E also drove the UK Department for International Development to grant £4.25 million for five years of antiretroviral treatment for 2,500 HIV+ survivors.

Market research’s scope goes beyond assessment and evaluation to guiding powerful new initiatives. Most recently, research (in this case by Kantar TNS) has enabled and driven the establishment of a cooperative of widowed genocide survivors making hand-making jewellery.

HOW?

Much of SURF’s work is in funding and overseeing individual survivors’ organisations who are delivering programmes (e.g. AVEGA the widows’ organisation, AERG the 43,000 strong student survivors’ organisation, etc). As such SURF conducts impartial Monitoring & Evaluation. Increasing deployment of mobile data collection has dramatically improved the efficiency and the accuracy of such activities. Knowing that the data has such accuracy is a real strength in advocating for the causes, and for obtaining funding.

Research was deployed as part of ELE (Empowering Vulnerable Young Survivors who have left Secondary School to Create, Secure and Sustain Employment) which is enhancing the livelihoods of 946 vulnerable young people in Rwanda and their 3,200 dependents, through entrepreneurship training and access to capital plus support to enforce their legal rights and address their trauma. Mobile data collection was used to survey over 800 young survivors who had dropped out or left secondary school enabling accurate assessment of extreme poverty, trauma, and disputes over land stolen from their families. Advocacy driven by this information resulted in provision of resources by Government.

Meanwhile, in 2012 the student survivors organisation AERG commissioned research on young survivors and discovered that homelessness, trauma, and legal issues were interlinked. Over 77% still suffered from trauma or depression, with over 55% of young survivors having legal cases: i.e. where property which should rightfully be theirs e.g. the house they lived in before the genocide, has been stolen, often by distant family members. The research focused principally on mental health, using qualitative and quantitative methods, via “Beck Depression inventory (BDI), Post Traumatic Stress Disorder (PTSD)” tests, interviews and observations, addressed to young survivors of the genocide. Responses and views were obtained from 213 respondents, found at their respective schools and resident districts across the country. 88% of respondents were found with PTSD and 77% to be suffering depression. Hereby, researchers confirmed the strong relationship between legal issues, homelessness and trauma. SURF and AERG used this data to advocate for young survivors, obtaining funding for the first ever Legal and Counselling Helpline for survivors so they can access legal and mental health support regardless of location.

Finally, the widows’ organisation, AVEGA, conducted Monitoring & Evaluation in conjunction with SURF to document the challenges faced by elderly widows, as well as the impact income-generating training and counselling can have on livelihoods and well-being among female genocide survivors.

WHAT?

The ELE Monitoring & Evaluation has shown dramatic impacts with 57% of beneficiaries running businesses as opposed to just 19% at the start; meanwhile 94% have increased their incomes, trauma symptoms among beneficiaries being reduced from 45% to 24%, and 292 individuals are actively enforcing their legal rights. Savings groups continue to meet weekly to accumulate savings, enhance collective financial security, and provide social support to one another as they develop and strengthen income generating businesses.

Fig. 1: Kelsey Finnegan, SURF Programme Manager, with some of the ELE dependants

Meanwhile, the statistics emerging from evaluation of the AERG Legal Helpline project are astonishing – since its inception in 2013, the helpline has reached over 37,000 people. Moreover the total estimated land value of resolved cases stands at over $600,000 US Dollars to date (475,600,000 Rwandan Francs). Furthermore, the helpline has grown from a small pilot telephone based service to a unique all-encompassing legal and counselling support service with field staff supporting clients through legal education and orientation, advocacy and representation in court.

Finally, as regards the AVEGA widows’ organisation, the evidence of SURF’s Monitoring & Evaluation programmes is that women who are engaged in income-generating activities are less likely to have recurring PTSD, and their trauma is reduced. These proof points have enabled SURF to obtain donor funding totalling over 1.5 million dollars for such programmes, supporting over 23,000 women to access income generating training, counselling and legal support, and start small businesses to support themselves and their families.

Further, research has aided in the establishment of a specific widows’ cooperative producing beautiful handmade jewellery.

Fig. 2: Examples of the handmade beaded jewellery created by the widows’ cooperative

In this case qualitative research was conducted in the United Kingdom to understand jewellery buyers’ tastes, the better for the widows’ cooperative to refine their products to sell in the UK market. As a result, the website www.rwandanbeauty.com has been launched offering beautiful products tailored to the UK market, and creating livelihoods for widows to aid them in overcoming their trauma.

Fig. 3: Beatha makes a Union Jack bracelet

Fig. 4: Ruing volunteering to add so many new SKUs to www.rwandanbeauty.com !

 

This research showing the added value of market research for our society, was conducted by Kelsey Finnegan, Project Coordinator, SURF Survivors Fund, Rwanda and Will Goodhand, Innovation Director, Kantar TNS UK.

How the Open Society Foundation used qualitative social media research in defense of human rights

Open Society Foundation (OSF), a global philanthropic organization with a focus on human rights and its founder, George Soros are actively engaged in shaping NGOs’, Governmental and international organisation’s answer to the European refugee crisis towards an outcome in line with OSF’s values. The case discussed in this article is a research project conducted in Hungary during the height of the refuge crisis in August – September 2015.

Hungary’s role in the European refugee crisis was pivotal, as the country was the entry point of several hundred thousands of refugees who arrived via the ‘ Western Balkan Route’ into the European Union (EU).

This research illuminates the development of the online public discourse on refugees in Hungary before and during the height of the refugee crisis – exploring the impact of a government sponsored anti-refugee campaign on the public discourse. The article highlights that the employed qualitative methodology for open web analysis, delivers a grounded, real and actionable breed of insight.

Background

The government of Hungary ran an anti-refugee campaign in the run up to the 2015 autumn refugee crisis. Open Society Foundation needed timely insight into the impact of the government’s campaign on the Hungarian public’s discourse.

Primary objective

• Identify if the government anti-refugee campaign tapped into existing xenophobic sentiment, or did the campaign create it.
• Explore the formation of opinions across the observed time period to find out why a culture with no previous experience of mass-migration rejected refugees and migrants.

Methodology

Bakamo.Social conducted a qualitative social listening study. Bakamo’s Deep.Scape methodology is a proprietary mixture of technology and human analysis to discover what and why people discuss in public social media. The approach was customised to the research objectives within the scope of the study and the reporting of the findings. The study used a very broad semantic keyword grid to capture all conversations touching on the migrant/refugee crisis, its handling and impact. The reporting was customised to satisfy the client’s need for granular information.

The qualitative findings – such as the contextual thematic spaces of the conversation, have been quantified to highlight the themes most contentious and relevant for people. Bakamo aimed to provide an interpretative framework for the client to situate and put to work the study’s findings.

Research Results

The study provided OSF with an understanding of people’s opinions and grounded understanding how and to what extend the campaign changed people’s views. Insights from the research were used for strategic programing of OSF, helped OSF-supported organisations to respond to the changed landscape.

The research brought to light the brutal reality of public discourse – it delivered on the study’s objectives and helped the client to appreciate a genuine people’s perspective.

The Hungarian refugee study was the first qualitative social listening exercise for OSF – an approach that has since become established in the organisation’s approach. It is used as an initial discovery tool for a breath of topics.

Relevance for society and NGOs

The moment an NGO wants to be relevant – know what people think about a given topic – qualitative social listening is a key methodology in providing this insight. In Bakamo’s experience, finding out what people think, feel and do without asking them leads to a new breed of understanding – often revealing unexpected, but highly relevant insights. It is this proposition that has lead Greenpeace, Amnesty International and a range of lesser known non-governmental organisations to work with Bakamo.

 

This research showing the added value of market research for our society, was conducted by Bakamo.Social a global social media intelligence company.

Understanding how to address men’s behaviour to buy and sell girls

Background

The primary objective of this research was to develop programs to effectively prevent buying and selling of girls in the human trafficking trade. Operation Red Alert commissioned Final Mile to understand the compulsions of male behaviour leading to the selling/sending and purchasing of girls in the human trafficking trade, in order to develop effective messaging and programs that can be used to address such behaviour and prevent girls from being sold into forced commercial sexual exploitation.

Tailored research technique

Finale Mile used a proprietary research technique called EthnoLabTM, which involves a game that simulates the real-world context of the participants in order to solicit real world reactions and behaviours. The game was the medium through which context, emotions, and mental models that influence the behavior of at-risk families and urban clientele were studied. The game was developed in digital form and a remote response system was used to collect the participants’ responses. Audio instructions and narration were used without the inclusion of any text, in order to accommodate the literacy and comprehension levels of target groups. The game was followed by a hot state interview session, which was designed to elicit emotions felt by the participants and to gather perceptions in relation to trafficking and purchasing sex.

Understanding of key stakeholder behaviour: redefining the approach to human trafficking prevention.

The results showed that both the decision to sell/send a girl into trafficking and to buy a girl are guided by emotional, financial and social frameworks of the men. Crucially, the results pointed to non-malicious behaviour by men that is motivated by a desire to abide by the expectations of these frameworks. The results redefined Operation Red Alert’s approach to developing messaging to speak to men and boys in at-risk areas. Crucially the results pointed to the benefit of engaging men and boys with positive messaging framing, highlighting the benefits of protecting and educating girls and encouraging affection and protection for girls. Inducing fear among fathers selling their daughters, and shame among young men (potential purchasers of sex) was identified as a harmful approach, likely to be ignored by men and boys and deter them from engaging with the issue. Operation Red Alert has used the results as the basis for its grassroots prevention work in at-risk villages across rural India and the Red Alert Helpline, which is India’s first national, anti-sex trafficking helpline. This research has the potential to change the national response of NGO and Government responses to trafficking alike. The results not only inform methods to change behaviour that sits at the root of the problem, but also the development of tools for public education and engagement.

Operation Red Alert is the anti-trafficking initiative of My Choices Foundation commissioned to Finale Mile Consulting