MARKET CASE STUDY: MYANMAR

ICRC Using Online Research To Make An Impact In Myanmar

How did the International Red Cross Committee use online surveys to access communities in Myanmar and assess the efficiency of its actions?

The International Committee of the Red Cross (ICRC) joined hands with TGM Research to conduct an online based research project in Myanmar to evaluate how communities behave online and their attitudes towards humanitarian work. Insights from this project will be used to shape future aid and educational activities on this market.

Project background:

Throughout its years of independence, Myanmar has struggled with internal governance leading to military control and civil war, which impacted the lives of many. A military coup in February 2021 also challenged hopes for future democratic reforms. Instead, it took Myanmar from its previous development path back into political and economic turmoil.

The International Committee of the Red Cross (ICRC) has supported and provided humanitarian assistance in Myanmar to people affected by armed conflict and other violent situations for over 30 years. Inclusive of emergency aid, the ICRC's actions aim to improve long-term living conditions and educate communities on various risks and international humanitarian law. Therefore, it was essential to evaluate the potential challenges in reaching these politically affected communities when considering fieldwork methodology. ICRC has decided to conduct online research to access those who would be hard to connect with using traditional offline research.

ICRC for years, have been supporting the citizens of Myanmar (source: ICRC)

Challenge:

Myanmar is one of the more challenging countries when it comes to conducting fieldwork-based research due to infrastructure problems and safety concerns. Also, ICRC's impact-oriented communication actions are now more focused on digital media to access and educate local communities. Therefore, an online methodology was chosen as the preferred method for collecting the data.

Partnering with TGM Research, the International Committee of the Red Cross (ICRC) wanted to understand how communities in Myanmar behave online and their attitudes towards humanitarian work. Results of the project will be used as input to evaluate current aid and communication activities to shape future educated actions based on data.

Research goals:

To collect data to analyze and profile potential audiences in Myanmar supporting the development of future policies and actions conducted by ICRC. Specifically, the key focus was on:

What are the digital platforms used in Myanmar?
How do audiences in Myanmar consume digital media?
What are the attitudes towards Humanitarian work?
What is the awareness of the specific NGO’s?

Methodology:

Sample: N=1000 online interviews using hybrid sample approach.
Target Audience: general online population (representative digital-national sample in terms of demographics & regions).
Age: 18-65

Scope of work: questionnaire development consultancy, survey localization (Burmese) and scripting, data collection and data processing.

Outcome:

The project took 27 days (about four weeks) to collect data. TGM Research used multiple sampling methods to deliver a Myanmar country online representative sample (N=1000) using the online methodology.

Client's feedback:

"The TGM team was very responsive and quick, and the communication was apt even with the time zone differences. Personally, I appreciate the open and honest conversation when things are challenging and the proposed alternatives. TGM also has a good understanding of the market from closer knowledge and perspective; they were very accommodating when I asked you to push more younger-aged respondents. The very solution-oriented team at TGM is like we are at ICRC. You are always looking to the future and helping to solve our problems, A very valuable collaboration and a learning curve working with TGM in our first project. All in all, with definite positive feedback, we look forward to our future collaboration with TGM."

Rebeka Johnson, PhD
ICRC Marketing and Research Manager &
Learning and Evaluation Strategic Advisor

As the leading online data collection agency, TGM Research conducted multiple market research projects in Myanmar, pioneering online research in this market. To learn more about other recent projects we did in Myanmar, please contact us.

We hope you have found this short case study useful.

If you have any further questions about how best to set up your online research study in Myanmar, please don’t hesitate to get in touch with us.

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