Tega Discovery Phase Research
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TEGA DISCOVERY PHASE RESEARCH July 1, 2020 A GIRL EFFECT REPORT FOR THE GAME OF CHOICE, NOT CHANCE™ PROJECT TEGA DISCOVERY PHASE RESEARCH FIELD RESEARCH DATES: MAY 11 – MAY 26, 2019 USAID Cooperative Agreement 7200AA18CA00046 Report prepared by Girl Effect for Howard Delafield International, under the Game of Choice, Not Chance ™ Project Draft submitted August 9, 2019 | Final version July 1, 2020 This report and the Game of Choice, Not Chance™ Project are made possible by the generous support of the American people through the United States Agency for International Development (USAID) under the terms of the Cooperative Agreement No. 7200AA18CA00046. The contents are the responsibility of Girl Effect and Howard Delafield International, and do not necessarily reflect the views of USAID or the United States Government. Girl Effect Enterprises India Pvt. Ltd. Howard Delafield International, LLP Nehru Rd, Madhuvan Society, Sen Nagar, 1101 30th Street NW, Suite 500 Santacruz East, Mumbai, Maharashtra 400055 Washington, DC 20007 www.girleffect.org www.howard-delafield.com Contents Executive Summary 5 Objectives 5 Methods 6 Data Collection 7 Sample 10 Fieldwork 11 Locations 11 Quality Assurance 13 During Data Collection 13 Spot Checks 13 Video Audit 13 Post Data Collection 13 TEGA Talks 13 Translation 13 Analysis 14 Ethical Considerations 14 Key Findings 15 Girls Lives and Lifestyles 15 Boyfriends and Relationships 15 Mobile and Gaming 16 Psychographic Profiles 16 Chapter 1: Girls Lives and Lifestyles 17 The Good Girl 17 Peers: Trusted confidantes 20 The Neighborhood: Eve teasing and the safety to roam 21 Families: Gatekeepers and Decision-makers 23 Education: Achieving aspirations and making friends 25 Dreams: Career goals and independence 26 Fears: Failure to achieve or maintain agency 28 Inspirational Figures: Often family or a friend 29 Chapter 2: boyfriends 31 Game of Choice, Not Chance | TEGA Discovery Research Phase | page 2 boyfriends: Secret and taboo, but many girls have them 31 Girls approve of their friends having boyfriends 32 The prospect of marriage is not welcomed 34 Chapter 3: Family Planning, Reproductive Health 35 Physical issues: Girls do have trusted confidantes 36 Menstruation: Girls are preoccupied by their cycle 37 Menstrual Taboos are pervasive and restrictive 37 Contraceptive Knowledge is poor 38 Consent and Personal Rights: Girls are conflicted 39 STIs and Reproductive Health: Girls are naive 41 Seeking RH/FP care is seen as risky 42 Perceptions of Pregnancy 42 Chapter 4: Mobile and Gaming 44 Owners vs borrowers: Most girls borrow 44 Mobile habits: Phones are used in leisure time 45 Social media: Not common among borrowers 45 Games: A very popular use of mobiles 46 Game Genres: Adventure comes out on top 46 Chapter 5: Avatar Stimuli 47 The Romantic 47 The Pushover 48 The Gemini 49 The Freedom Fighter 51 Chapter 6: Psychographic Profiles 52 Type-1 - Pranita 53 Type-2 - Laxmi 53 Type-3 - Rani 54 Type-4 - Kalpana 54 Profile Case Studies 54 Annex 1: Avatar Stimuli 63 Annex 2: Data from Wave 3 (RH/FP) 65 Annex 3: Data from Wave 2 (Mobile and Gaming) 67 Wave 1 Interview Guide 71 Game of Choice, Not Chance | TEGA Discovery Research Phase | page 3 Wave 2 Interview Guide 72 Wave 3a Interview Guide 75 Wave 3b Interview Guide 78 Wave 4 Interview Guide 84 Screener 87 *Eve-teasing is a euphemism for the sexual harassment or assault of a woman by a man, and is used throughout South Asia, which includes, but is not limited to, India, Pakistan, bangladesh and Nepal. Game of Choice, Not Chance | TEGA Discovery Research Phase | page 4 Executive Summary In response to the Direct-to-Consumer (DTC) Approaches to Fertility Awareness and Adolescent Reproductive Health Addendum to the USAID Development Innovation Accelerator Board Agency Announcement (bAA), USAID has funded Girl Effect as part of a consortium with Howard Delafield International LLP (HDI), the Virginia Serious Games Institute, and Cycle Technologies1 to pilot a program in India entitled A Game of Choice, Not Chance™ (GOC). The game combines: 1) an interactive story-based video game; 2) a reproductive health education e-learning tool; 3) a data analytics tool; and 4) a web portal that links to family planning/reproductive health (FP/RH) products and care. The GOC game will challenge players to make realistic FP/RH decisions and choices within a safe and private virtual space, enabling them to experience the simulated outcomes of their choices. The research is designed to provide the foundation for the creative inputs for the development of the game as mentioned in the Sub IR 1 of the Game of Choice, Not Chance Results Framework: ‘Design, Development and Testing of FP/RH Adolescent Game.’ The research is aimed to ‘mine’ insights from the audience to help in the creative development of realistic, believable, and relatable elements for the game. The research will be used as a foundation for understanding the life choices of the adolescent girls, their decision points, and the hurdles and motivators for making the healthy choices. Objectives The overall aims of the exploratory phase of the study were: ● Evoke insights on the life and lifestyles of adolescent girls ages 15 to 19, including unmarried and married girls. Develop a holistic understanding of their lives and interactions with peers, gatekeepers, and the media. ● Use interview data to develop psychographic profiles based on the data collected and the girls accounts of their lived experiences, including their aspirations, attitudes, dreams, motivations and influences, and also their fears, anxieties, and insecurities. ● Analyze the developed psychographic concepts (personas) to understand perceptions of the various ‘labels’ that are used to describe profiles. For example: What does ‘conservative’ or ‘ambitious’ mean to the target audience? The psychographic profiles/personas will be developed 1 The work featured in this report was completed and reported in 2019 prior to the GOC Project’s expansion on partnerships. Since October, 2019, two additional partners were incorporated, Indusgeeks and Vihara Innovation Network. Game of Choice, Not Chance | TEGA Discovery Research Phase | page 5 by NAM ER@VSGI in the form of two-dimensional animated sketches, or stimuli, and will be shared with Girl Effect before the fieldwork is conducted. ● Determine the level of their reproductive health and family planning knowledge, their attitude, behaviors, and self-efficacy, with a particular focus on their understanding of the benefits of delaying sex, and an exploration of what options are aspirational if they were to refuse or negotiate relationships, marriage, and childbirth. Explore and understand anxieties and insecurities, especially while navigating relationships. ● Understand girls’ technological awareness and their mobile use, including phone preferences and usage, social media engagement, screen time, and internet use. ● Determine target audience engagement with mobile games, including but not limited to the name and type of games, collaboration/competition during games, and reasons for playing/deleting the games. ● Develop a data set on girls’ preferences when it comes to game characters/avatars, including character types, personalities, personas and appearance. Methods This piece of research used Technology Enabled Girl Ambassadors (TEGAs), a girl-led, peer to peer, qualitative interviewing methodology, powered by Girl Effect, to administer research to help inform the design of the game. TEGAs are trained female researchers ages 18-21, who use a customized app to interview respondents in a peer-orientated, youth focused way. TEGAs confidentially conduct interviews with girls of their own age which then reveals candid information that assists in understanding audiences and beneficiaries, and the themes and issues needed to inform program and product design. TEGAs are girls from targeted communities who undergo a rigorous training process to become qualified digital researchers. The curriculum is devised in partnership with the Market Research Society (MRS). Through a specially developed app, the girl researchers conduct the research themselves and data is then transferred, organized and made visible on the TEGA data hub within minutes. TEGAs are trained to be non-judgmental, practice active listening to allow the respondents to open up freely, and to ask open-ended questions. TEGAs are able to discuss sensitive topics like adolescent reproductive health, mobile phone use, and relationships. TEGA interviews produce data that is subjective, and the TEGAs also provide feedback on questions and the content of interviews, making the process participatory for respondents and the TEGAs themselves. Game of Choice, Not Chance | TEGA Discovery Research Phase | page 6 TEGA is a research methodology that adheres to LEAN research principles2. LEAN research is developed along the lines of human-centered approaches to design research projects for development or humanitarian settings. TEGA has been developed with the guidance of researchers at MIT’s D-Lab and Tufts University. The principles guiding the TEGA approach focus on research that is rigorous, relevant, respectful, and right-sized. The application of these principles has implications on design and execution of the TEGA interviews. 1. TEGA’s smaller samples of respondents guarantee quality engagement without risking research fatigue in communities and saturation in findings. 2. TEGAs themselves feed into research design and analysis. 3. TEGA respondents are never interviewed