Gathering on-the-ground insights in the developing world

Date of publication: June 15, 2014

Abstract:

The market research field is ripe for improvement, and mobile technology is an innovative way to transcend borders and uncover new insights. GeoPoll partnered with the World Food Programme (WFP) to test the viability of adopting mobile surveys to assess food security issues. WFP typically conducts in-person household surveys every six months, but this method is insufficient for making quick and informed decisions about aid. Bucking convention, WFP was willing to innovate and find new and better survey methods. This presentation captures insights from a mobile survey field test carried out over three months in a difficult region to conduct research, North Kivu in DRC. Mobile surveys were quicker and less costly than traditional methods, revealing the value of this hybrid survey methodology.

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