Industry overview
What is shaping government
Government departments, PSUs and public programmes need independent evidence on citizen needs, service delivery and programme outcomes, often gathered across large and diverse geographies.
- Programmes are expected to show measurable outcomes
- Citizen feedback is shaping service delivery
- Large field surveys need rigorous quality control
Client background
An election awareness programme, working in Four states. Client identity is withheld to protect confidentiality.
- Organisation
- An election awareness programme
- Sector
- Government
- Team engaged
- Market Research
- Services
- Government research, Quantitative research, Content marketing
Client challenge
The programme wanted to understand awareness of registration and voting procedures among first-time voters. Turnout among young voters had been low, and the programme wanted to understand why. Turnout among young voters had been low, and the election office wanted to understand why.
Research objectives
- Deliver on the brief: measuring voter awareness before elections.
- Understand the views, needs and behaviour of voters.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 6 weeks.
Target audience
The work focused on 8,000 voters.
- voters8,000
Audiences we typically reach in government
Citizens and householdsProgramme beneficiariesFrontline workersLocal officialsBusinesses using public services
Geographic coverage
Coverage: Four states. Market: India.
- India
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Voter survey
- 3Message testing
- 4Insight
We surveyed eligible voters, with quotas for young people and women, and tested awareness messages. The survey covered urban and rural areas with quotas for age and gender, and messages were tested in small groups before the campaign. Messages were tested with young voters before the campaign launched.
Government researchQuantitative researchContent marketing
Sampling strategy
- voters
- 8,000
- The sample was designed with the client around the decision to be made, with quotas to keep key groups readable.
Data collection
- Data was collected with the methods listed below, managed by a dedicated project team.
Data quality & validation
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Comparison of concepts, messages or products against each other
Key findings
- First-time voters lacked information on registration.
Targeting specific groups improved awareness efforts.
Recommendations
- The programme focused campaigns on colleges.
- The office also introduced campus registration drives.
What we recommended, and the client put into practice
Business impact
- Registration among first-time voters increased in districts where college campaigns ran.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Evaluation findings with programme recommendations
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what changed after a programme?
Client identity is withheld to protect confidentiality.