Consumer Research for Rural Sanitation in Uttar Pradesh

Consumer Research for Rural Sanitation in Uttar Pradesh

How can we better understand the behavioral traits behind poor sanitation?

Athena supported the Indian government to address the poor sanitation problem by designing an evidence-based marketing and communication strategy. It began with a baseline study using a combination of quantitative and qualitative tools. The qualitative research comprised focus group discussions and in-depth interviews and covered 5400 households across 18 districts in Uttar Pradesh. This helped formulate of a set of scale statements and also included a custom quantitative tool. Athena also digitally administered its survey to households using a mobile-based application. As a result, it helped formulate customer portraits specific to different sanitation behaviors associated with toilet construction, use and maintenance.

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