Geographic Scope
Across Pakistan
Sector
Social Sectors
Project Period
February 2021 – May 2021
Client
Kantar
Services Value
USD 113,822
Project Scope
Kantar was leading design and management of a nationally representative survey funded by the Bill & Melinda Gates Foundation (BMGF), with the objective of creating a sustainable Balanced Energy Protein (BEP) market for pregnant and lactating women (PLW) in Pakistan, to have lasting impact on stunting. The goal of the survey was to support Ismail Industries in marketing and distributing a nutritious product in Pakistan to help build a commercially scalable nutritious product line.
The outcomes expected from the study were to provide clarity and confidence how their new portfolio of nutritious foods will succeed in the market and to inform the design of enabling factors (behaviour, awareness and education) and product access (distribution, selling mechanisms) for fortified food for pregnant and lactating women.
Kantar hired the services of AiD to carry out this survey in all four provinces – Punjab, Khyber Pakhtunkhwa, Sindh, and Baluchistan.
Services
AiD provided Kantar with robust data feeding into a consumer segmentation and recommendations for the product. The study used quantitative and qualitative methods to gather information from PLWs (Pregnant or Lactating Woman) and women planning to conceive a child within the next two years.
The quantitative survey collected data from a total of 5,000 respondents from 2,500 households (one PLW and one household decision-maker) through the Computer Assisted Personal Interviewing (CAPI) approach. The qualitative data was collected from doctors, Lady Health Workers (LHWs), mothers or mothers-in-law of pregnant or lactating women, pharmacists and husbands. In addition to data collection, AiD was also responsible for data management and quality assurance through a range of robust quality assurance measures.
A team of 24 female surveyors, 6 supervisors and 4 qualitative researchers were trained and mobilized to perform data collection. The survey sample was spread over than 50 districts across Pakistan.
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