During this first phase of research, we tested concepts to encourage feeding eggs to young children
My role: Create research tools, building off of lessons learned from first round of formative research and desk review.
After research was conducted, analyse research findings, compose research report, and presentation for client highlighting research process, findings, and implications for next steps.
[note: I did not conduct the fieldwork associated with this round of research.]
Overview
Areas of investigation: Mental models of caregiver as related to feeding eggs to young children + desirability, feasibility, and viability of novel practices among egg retailers.
Research goal: Identify messages to market eggs as appealing food for infants (target group: caregivers in rural Tigray, Ethiopia) + alongside retailers, identify feasible solutions to overcome supply challenges faced by egg retailers + learn more about role of egg actors in rural Tigray, Ethiopia.
Photo credit: Fieldwork team
Research tools
Concept testing: Based off of our findings from the first round of formative research, as well as the expertise of the team, we worked with a local artist to craft four illustrations prompting feeding eggs to infants. We then tested these concepts with groups of fathers and groups of mothers in the target area - rural Tigray, Ethiopia.
Trials of improved practices (TIPs): Trials of improved practices (TIPs) is a method conceptualized by the Manoff Group. This methodology involves a trial period — 3 weeks — over which a user segment elects to adopt a new practice, refine this practice to their liking, and adopt this practice for a period of time. After this trial period, we researchers meet with the individual users to discuss their experience of the trial period and ultimately gauge the desirability, feasibility, and viability of their target practice. Over the course of the 3 week trial period, egg retailers adopted practices that overcome challenges to egg supply, as identified by the first round of formative research.
Interviews: To gain further insights into the egg supply chain landscape, we also conducted informal interviews with individuals working in the egg sector in rural Tigray, Ethiopia.
Learning
Concept test with caregivers: The concepts illustrated aligned with caregivers’ mental models of caregiving and feeding infants. Caregivers believe that the illustrations demonstrate practices that would be readily adopted by the community.
Interviews with egg supply chain actors: The egg value chain in rural Tigray has only one private sector actor. The egg value chain remains largely informal. The main purchasers of eggs are located in urban areas.
Trials of improved practice with egg retailers: Retailers are ready innovators. Trying new practices in local markets sparked conversations among consumers, and attracted more consumers to the retailers’ product.
“The idea is clear, if we love our children we will provide egg; as the result they grow fast and will have a bright mind.”
“...when I see this message eggs are really incomparable with any other food in their convenience to handle and they are also tasty.”
Reflections
Informal markets: Working in an informal market poses unique challenges. This round of research revealed how much more we can learn about the egg supply chain in this context.
Informing the field: Across the field of nutrition in development, there has been little focus on working in informal markets as it relates to research methods mapping the food environment. This research – both its methods and findings – will inform the field of nutrition in developing contexts.
Photo credit: Field research (round 2) team