Benefits & Barriers to Digital Marketing Skills for young women in Nigeria

Project Context

The Challenge Fund for Youth Employment (CFYE) is a 6-year and €114 million programme funded by the Netherlands Ministry of Foreign Affairs, that aims to create a prosperous future for 200,000 young women and men in the Middle East, North Africa, Sahel & West Africa and Horn of Africa regions. The Fund will be supporting initiatives in 23 focus countries that will offer youth, in particular young women, opportunities for work that is demand-driven and productive, offering a stable income and safe working conditions, and that is contributing to their personal development and social protection.
Proportion was selected as the technical partner to support companies who have been funded in making their value proposition and business case more youth-centered and customer-centered.

How did you apply the tool?

The companies received an introduction training on HCD and a selection of tools, that included the use of benefit & barrier cards. Proportion then provided coaching sessions to the companies to conduct user/customer research and apply the tools of their choice.

In this example, a Nigerian company DSMI, wanted to validate their business idea for training young women on digital marketing skills and match them with jobs. The company conducted online interviews with young unemployed women and used the benefit & barrier cards in a Mural board during the session, to validate their idea.

Did you make any custom changes to the tool? Why?

It was used in Mural as the target group was able to use digital tools.

What worked well?

Benefit & barrier cards were found very relevant by the company as it helped to identify barriers. They found it helpful to prepare for how to market and attract the participants – especially to think how to relate to the barriers.

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