BUILDING CAPACITY IN RURAL SANITATION MARKETING OUTCOMES FROM A THREE- day workshop

BUILDING CAPACITY IN RURAL SANITATION MARKETING

OUTCOMES FROM A THREE-DAY WORKSHOP

Prepared on behalf ofUNICEF Malawi

WHO, WHERE, WHY• WHO –

government (13), NGO (11), academia (2), private sector (2)

• WHERE – SMART Centre, Mzuzu Uni

• WHY – Develop capacity in market research, use of SaniFOAM and Human-Centered design for sanitation programming

DAY 1 – MARKET RESEARCH• Overview of sanitation

marketing, SaniFOAM and human-centred design

• Split into four groups of six

• Reviewed formative questions within each group – focus, opportunity, ability and motivation

• Travelled to village on Mzuzu University’s bus

DAY 1 – MARKET RESEARCH

• Identified need for sensitivity in forewarning villagers – tell them you want to discuss a general health issue

• People without toilets run-away if they are forewarned it is ‘sanitation research’

• Need to respect each individuals’ stories and experiences

DAY 1 – MARKET RESEARCH• Provides a rich level of

information in only one afternoon of interviews

• Group identified useful and redundant market research questions

• NGOs noted that consultants normally do this work for project managers

• May be hard to find time to conduct in-depth market research

DAY 2 – SANIFOAM AND HCD

• Shared stories within each group – Focus, Opportunity, Ability and Motivation

• Identified key themes within each group


• Used a learning carousel to allow participants to share their stories between groups

• Identified where themes fitted into the SaniFOAM model


• Discussed how to identify the target audience

• Group used a case-study of a male/female headed household that had a steady and middle-upper income, attending 7 years of schooling with 3 children and grand-mother

• Created design criteria for this specific target audience


• Moved from ‘abstract’ - themes and opportunities

• To ‘concrete’ -solutions and prototypes


• Brainstorming sessions were used to identify ‘quantity’ not ‘quality’ of ideas

• Everyone remained positive and built on each others ideas

DAY 3 – PROTOTYPING AND FEEDBACK

• Each group identified their specific target audiences

• Target audiences were segmented by disposable income, number of children, type of house, access to water and competing priorities


• Developed specific design criteria for each target audience

• Learnt to think ‘outside’ the common toilet designs


• Created rough and quick prototypes

• Two groups used cardboard, tape, string and local materials

• Other two groups used local building materials


• Developed prototypes in a collaborative spirit

• Supported by local masons with strong background in local building materials and techniques


• Prototypes included a hand-washing facility


• Prototypes included cut-away sections to show the inner-workings of design


• Introduced to the use of corbelling to reduce the size of pit hole

• Operation and maintenance was discussed for each prototype


• Each group presented their target audience and prototype

• Three participants provided feedback in the ‘mindset’ of the target audience

• Group was required to respond to feedback


• Incentives were awarded through prizes for specific categories

• Prizes included – most detailed data, most brainstorm ideas, most passionate prototype

OUTCOMES OF WORKSHOP• Validated set of market

research questions for Malawi

• Baseline for SaniFOAM model for sanitation marketing programs

• Identified design directions for low-cost toilet options for clay-soil villages

• Established network of sanitation marketing practitioners in government, NGOs, private sector and academia

RECOMMENDATIONS

• SMART Centre should be acknowledged by UNICEF as a knowledge hub for sanitation marketing and low-cost affordable water supply

RECOMMENDATIONS

• Prior to funding, District offices supported by UNICEF must provide evidence of market research and use of SaniFOAM

• District offices must identify their target audience

RECOMMENDATION• Follow-up

workshop in October for UNICEF supported District Offices

• District Offices would develop integrated sanitation marketing programs

THANKS AND QUESTIONS

• Please send queries to [email protected]

• Skype ID: beninhanoi

mailto:[email protected]

mailto:[email protected]

Documents

BUILDING CAPACITY IN RURAL SANITATION MARKETING OUTCOMES FROM A THREE- day workshop