THE TASK
An international foundation wanted to investigate content-audience fit for its campaign on SRH services in Bihar. In order to gauge the prevailing sentiment on this issue, they approached Plum to design a research plan that could explore the nuances of SRH issues in Bihar
THE APPROACH
Because of the inherently sensitive nature of the issue, Plum designed a methodology that used projective techniques (story-telling, flash cards gestalt etc.) to discover top of mind associations with taboo words and issues. We conducted the interviews with pairs of friends, in a home venue in order to encourage openness on the subject
OUTCOME
The client is crafting a communication campaign’s direction based on Plum’s strategic insights
