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.