Highlights

• Participants conducted in-depth interviews & Knowledge, Attitude, and Practice (KAP) surveys in two communities within NDRC’s area of work.
• Participants used SurveyMonkey and transcription to record and analyze data.
• Participants discussed and analyzed the field data collected.
• Participants used data collected to create SMART objectives and the Audience Persona.
• Participants learned about the 4P’s of the Marketing Mix, messaging & the use of slogans.

Day 3 took participants to two communities NDRC is working with closely – Upper Dohorte and Lower Dohorte. Their mission was to get a better understanding of their campaign’s target audience, the farmers of the mountainous Banganga river watershed. Did they already know about the benefits of climate-resilient crops? Where they planting them? And which music do they listen to, which information sources do they trust?

Using the survey finalized on Day 2, participants conducted qualitative and quantitative research through in-depth interview questions and questionnaires. Exhausted from the trip but excited by all the new insights they gathered, participants then spent the afternoon documenting their field data by feeding it into SurveyMonkey and transcribing interviews.

On Day 4, the group created an audience persona of an archetypical farmer living in the watershed. In the afternoon, they learned about Marketing Strategies and the 4P’s of Marketing (Product, Price, Place & Promotion). The day concluded with a competition to create the best slogan for the materials that they will start producing on Day 5.