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Research Results Website Launch March 9, 2009 Zenger Room National Press Club Washington, D.C.

Research Results Website Launch March 9, 2009 Zenger Room National Press Club Washington, D.C. AudienceScapes Launch Agenda Introduction Mark Rhodes – President, InterMedia About AudienceScapes; The Policy Research Peter Goldstein – Project Director, AudienceScapes

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Research Results Website Launch March 9, 2009 Zenger Room National Press Club Washington, D.C.

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  1. Research Results Website Launch March 9, 2009 Zenger Room National Press Club Washington, D.C.

  2. AudienceScapes Launch Agenda • Introduction • Mark Rhodes – President, InterMedia • About AudienceScapes; The Policy Research • Peter Goldstein – Project Director, AudienceScapes • The Survey Research: Findings and Applications • Hannah Bowen – Research Analyst • The AudienceScapes Website and Data Tool • David Montez – Research Analyst/Web Manager • Open Discussion/Q&A

  3. A Two-Pronged Research Program: National Surveys Policy Research

  4. The Focus of the Research Elements: National Surveys Policy Research • Detailed Demographics • Public Opinions – Major Issues and Trust • General Media/Communication Habits • Mobile Phone Use/Internet Use • Informing on Key Development Topics: • Personal Finance (incl. Mobile Money) • Health Issues • Agriculture (Crops and Livestock) How Officials Gather and Share Information How They Assess Quality of and Gaps in Information How They Share Information with Colleagues and Stakeholders How Global Development Partners Can Most Effectively Contribute to the Policy Information Flow

  5. What AudienceScapes Research Is Not:

  6. What AudienceScapes Research Is: A Practical, Easily Accessible Resource of Data and Analysis to help you: • Understand rapidly changing media and communication environments • Decide how best to deliver and share critical information – at the grassroots level and at the policy level • Decide how best to support policymakers in development • Assess local needs in media, communication technologies, development information and development policy • Longer term: A comparative basis for gauging development success

  7. Ezra Mbogori Executive Director Akiba Uhaki Fund Project Focus: Human Rights and Social Justice “We want to use ICTs more in our human rights and social justice communication and outreach work….This [research] was very useful in terms of finding out who has access to what medium.” The AudienceScapes research also clarifies “some of the claims different media outlets put out about being the most-watched station and that sort of thing.” “We need this for more of East Africa – like Tanzania and Rwanda.”

  8. Khuen How Ng Head of Commercial Projects Millicom Ghana (Tigo Brand) Project Focus: Mobile Money for the Unbanked Working with GSMA Development Fund to make mobile money services available to the poorest Ghanaians “Our service will be focused on providing the unbanked and under-banked with easy access to a money storage and transfer service.” “Your dataset brings a lot of value to the development phase of the project and post-launch analysis of the social/financial impact of the service on the Ghana market.”

  9. Helen Hambly Odame Project Coordinator Linking Agricultural Research for Rural Radio in Africa (LARRRA) Project, Univ. of Guelph, Canada Advisory Ctee. MemberAfrican Farm Radio Research Initiative (AFFRI) Project Focus: Research and Radio Mapping to Improve Rural Radio’s Impact and Sustainability “Your study is very useful for us in our comparative studies of rural radio’s reach and impact. Many thanks!”

  10. David McAfee President Human Network International Project Focus: Using ICTs to Give People Access to Critical Development Information – Key Project in Madagascar The AudienceScapes website “nailed the user interface….a visitor can quickly access the available data, either via cross-tabs or charts.” “Would I like to have this type of data for Madagascar? Absolutely – we’d be better able to justify our investments in different diffusion technologies and also assess which ones are most appropriate for specific communities or demographic groups.”

  11. Policy Research – A Typical Day

  12. Policy Research – Key Points: • Understanding the Local Political Culture • Understanding the Existing Conduits of Policy Information • Policymakers’ Need for Due Diligence and Relevant Policy Examples • The Importance of Timing and Brevity • Bridging the Local Data/Infrastructure Gap!!! • Giving Voice to Less-Organized Stakeholders • Improving Media Coverage In General and of Development Issues in Particular

  13. Survey Research – Key Points: • Understanding the Media and Communication Environment from a Grassroots Perspective • Highlighting the Role of “New Media” – Mobile Phones and Internet • But also showing how “Old Media” – especially radio and TV – still matter a lot • Identifying How People Get Information About Development Sectors: Personal Finance, Health, and Agriculture • Based on nationally-representative samples, face-to-face interviews • Kenya: N=2000 adults (15+) • Ghana: N=2051 adults (15+)

  14. Quantitative Surveys: Findings Information Environment Word of Mouth rivals radio and TV as a commonly used source of information

  15. Quantitative Surveys: Findings New Media: Mobiles Lead but Internet Lags

  16. Quantitative Surveys: Findings Home access to media/ICTs is only part of the story… • many people access media/ICT outside the home • splitting the data by geographic or demographic variables reveals important gaps

  17. Quantitative Surveys: Findings Many mobile phone users are borrowing from others, or even using a SIM in someone else’s handset

  18. Survey Applications – Key Points: • In the health sector, radio and word-of-mouth have a very wide reach and are highly trusted as sources of information. Doctors are more rarely cited as sources of health information, despite the fact that most respondents in both countries said they have access to healthcare when they need it. • For personal finance, there are definitely gaps in information. The survey also revealed huge differences in access to finance across regions within each country, which could point to the areas most in need of support. • Most respondents in both countries relied on radio, extension agents, and word-of-mouth for information about agriculture. Notably, NGOs were cited by very few farmers. Information about markets, prices, and other business aspects of farming were particularly lacking

  19. Quantitative Surveys: Applications Understanding the Mobile Money Phenomenon

  20. Quantitative Surveys: Applications MCH Education for Women 15-29 in Rural Ghana

  21. Quantitative Surveys: Applications MCH Education for Women 15-29 in Rural Ghana

  22. Quantitative Surveys: Applications Using the Radio to Reach Kenyan Cattle Owners • Centered in Rift Valley, Nyanza, and Western Regions • Most were very small-scale: 90 percent owned 10 or fewer animals. • About 40 percent of cattle owners surveyed already get livestock information from the radio, followed by veterinarians, and friends/family. • Radio Citizen was most popular among this group. • About 95 percent of the target audience would understand a radio announcement in Kiswahili.

  23. Contacts: Peter Goldstein Project Director goldsteinp@intermedia.org David Montez Research Analyst montezd@intermedia.org Hannah Bowen Research Analyst bowenh@intermedia.org

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