Step Up Consulting just recently completed a research project entitled “Analysing Social Media Use and Preferences of Young People in Mindanao” that sought to better understand social media use and preference amongst young people in the region as input into the design of initiatives that use technology and social media in engaging with young people. The research was commissioned by the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH.

The research,  implemented from December 2020 to January 2021,  was designed to collect basic information about the target users in four regions in Mindanao to test assumptions onuser attitudes regarding social media use. It underwent three phases as illustrated in Figure 1 below.

Figure 1. Overall Approach of the Research

Phase 1 – Exploring was about getting a preliminary understanding of the users that the program would like to reach out to, generating necessary demographics to have a better sense of who target users are, where they live, what their preferences, are how they use technology, and what their experiences in using internet and social media have been like.  This phase of the research is largely quantitative made possible through an online survey. 

Phase 2 – Focusing was about initiating conversations with key personal, or fictional character types that represent user needs, feelings, and behaviors, that arose from the exploring phase.  This phase sought to have a deeper understanding of key users to inform the design of the use of technology in engaging with young people. Because of limitations in mobility due to COVID-19, the conversations were held online.

Phase 3 – The Harvesting phase was about generating insights from both quantitative and qualitative data to inform the GIZ, as it embarks on the process of using technology to reach out to young people, and the designers of the proposed initiatives on how to best approach the systems development process. 

The project team was led by Step Up’s strategy advisor, Mr. Michael Canares. Frei Sangil and Ica Fernandez are team members. The team is also supported by Hedz Paredes and Tet Pepito.