In Nigeria, we’ve completed two Immersions, and are preparing for one more to validate the insights related to the two hypotheses and fill gaps in our information. Simultaneously, we're preparing to launch immersive research in Kenya and Senegal early in the New Year.
We’ve developed the first set of insights for the two hypotheseis related to vaginal insertables that emerged from immersive research in Nigeria. This set of insights will be accessible early in the New Year.
In the meantime, here's an example of the components of an insight, as well as an example of one:
Architecture of an Insight
OBSERVATION
Vaginal insertable products, despite being discussed during ANC/PNC visits, remain non-intuitive for women across segments. The uncertainty surrounding administration and post-insertion expectations coupled with a steep learning curve for proper use contributes to discomfort and anxiety.
Without comprehensive education, counseling, and tailored support focused on information of their own anatomies, product use and expected side effects, women are prone to switching or discontinuing these products.
THE SO WHAT
Vaginal insertable products, despite being discussed during ANC/PNC visits, remain non-intuitive for women across segments. The uncertainty surrounding administration and post-insertion expectations coupled with a steep learning curve for proper use contributes to discomfort and anxiety.
Without comprehensive education, counseling, and tailored support focused on information of their own anatomies, product use and expected side effects, women are prone to switching or discontinuing these products.
THE SO WHAT
Every insight is supported by
Quotes to give a sense of the real-world perspectives from women to illustrate the insight.
Findings to ground the insight with qualitative and quantitative data from the research.
Pathway Segments to highlight segment-specific nuances.
Example Insight: Access to Information
Healthcare workers and community programs provide the most effective ways to directly reach and educate women about vaginal insertable products. Radio remains essential for broad communication, especially in areas with limited infrastructure.
Clear, consistent, and positive messaging from trusted sources like healthcare providers and peers, delivered through these channels, is vital in overcoming women's fears and hesitations. This approach not only bridges knowledge gaps and addresses misinformation but also fosters trust and boosts confidence in women considering these products.
Pathways Segments
- UM3-L SN: While digital channels are useful due to greater access to modern amenities, partner involvement remains key as decisions about vaginal products are often made jointly.
- UF3.1-L SN: Direct outreach like door-to-door or community programs works best due to limited finances and challenges accessing healthcare facilities.
- UM4-L SN: Non-digital methods like community outreach and radio are best due to low education and media exposure. Male partners should be included due to women's low decision-making power.
- U3 NN: In-person engagement and community outreach are vital due to very low digital access. Antenatal care visits offer opportunities to introduce vaginal products.
- U4 NN: Radio, particularly Ministry of Health programs, is the most trusted source of information despite limited media exposure. SMS campaigns are viable due to high basic phone ownership.
Findings
- Women primarily learn about and receive counseling on vaginal insertable products from healthcare centers and community programs.
- Consistently hearing about products over time from multiple sources encourages women to try new products.
- Testimonials from friends and family who have previously used vaginal insertable products play an influential role in convincing women to consider these products.
We’re launching Labs in Kenya and Senegal early in the New Year, and continuing to refine the insights in Nigeria for the two hypotheses related to counseling & education and family planning & STI prevention for vaginal insertables. The Platform will undergo continuous updates ahead of the full launch in mid-2025, featuring storyboards and audio snapshots that highlight key opportunity areas.
YUX is a pan-African research and design company. Their mission is to create digital products and services adapted to the African context and to make design accessible to all on their continent.
YUX is the on-the-ground research lead as we engage Senegalese women to reframe the hypotheses and sharpen the findings into insights and opportunity areas. Yux will begin the immersive research early Next Year. Previously, Yux partnered with BMGF and Catapult Design for the project Beyond One Size Fits All.