*This topline encapsulates observations from the field. These are

*This topline encapsulates observations from the field. These are indicative in nature and in no way
conclusive. This document is meant for internal discussion purposes only

To obtain end user and secondary target group feedback on mobile
content pertaining to maternal & child care to ensure that the final
solution produced is
 Relevant to their needs
 Engaging and impactful
 Beneficial
 Hence, how these ideas fill in the need gaps, issues faced currently
 To further fine tune the concepts based on consumer feedback and to
generate creative cues which could help in their execution

To understand user experience with IVR applications and subscription
options in terms of its ease of usage & navigation

The FW was conducted across 3 districts of Bihar:
 Khagaria
 East Champaran
 Patna

Women- 25 DIs
A total of 55 DIs
Men- 15 DIs
FLW (frontline health worker) - 15 DIs

MIL- FGD- 6 FGDs


A total of 3 pilot units and 61 activities
Kilkari content: In
male and female
voice over
A1: Planning for delivery
A2: Planning for future
A3: Variety of food
A4: Child development indicators
Kunji content
X1: Planning and saving
X2: Spacing and why
X3: Quality food & hand washing
Subscription call
flows: In male and
female voice over
Single call flow
Multiple call flow

Respondents are able to easily comprehend the message
 The details of the content are is not recalled, however, the pivotal point of
“need to be prepared for delivery” registers easily

Rs 1400, which is payable by Govt. hospital in case of delivery, is picked up
spontaneously by most. Serves as a key hook in the entire message

Emphasis on planning for delivery is also picked up

Rajdhani express lends humour

Mention of Rs. 1400 on delivery enjoys noticeability & appeal

The fact that this message is sync with messages which they get from FLWs
(Frontline Health Workers), bolsters credibility. Reaffirms/seals what they
have been told earlier

Mention of ASHA (accredited Social Health Activist) as a guide through this
phase of life contributes to familiarity and comfort

The voice of Dr. Anita, comes across as a voice of authority. Thereby, gives an
impression of someone who is very knowledgeable
 “Lagta hai koi samajhdaar, gyan de raha hai… Inhe bohot jaankari hai” (“It seems
like someone who understands is providing knowledge..she is very
knowledgeable”)

The pace at which the message is delivered
is a concern with most of the respondents.
Therefore, articulation and recall dips
 However, with repeated exposure, quality of
understanding seemed to improve

Though there were no overt mentions of
problems with the language, many
respondents felt that language spoken was
not similar to their regular local dialect
 The Bhojpuri or Hindi content in the current
format that has been used in the stimulus is
not their regular dialect
“Yeh thaeethi
bhasha nahi
hai… Dehat
mein thaeethi
bhasha bolte
hain”

The message of family planning is comprehended well by most

There seems to be some issues with the 1-3-2 mantra
 For some, 1-3-2 meant the nos. which they should dial to contact Dr. Anita

For others, it sounded too technical & hence, they wanted to hear it the
second time for better comprehension

Also presence of too many nos. (courtesy end prompts) lead to confusion. It
generates a feeling that there is too much of number crunching involved

It is considered as a message for proper family planning since it focuses on
both mother & child’s development

Some felt that the content revolved around ways of raising a child

1-3-2 was decoded as spacing maintenance between kids for a healthy
mother and child

Smart mata pita was not understood too well. However, for those who
did, it was understood as “effective” parenting
 “Kum bacche hon, aur unki achhe se parvarish karo”
 “Kids should not be neglected, so we should have 3 years gap”

Usage of dramatized dialogue such as “Faisala court kacheri ka nahi”
(“this is not a matter for the courts”) makes it a little difficult to recall

“1-3-2, faayde ka mantra” takes time to register. Hence, warrants repeat
exposure

“Maa-baapu aap humka paida toh kiye par humra palan-poshan naahi
kar paaye”; (“our parents gave birth to us but were not able to bring us up
properly”)is hard hitting
 A prickly fact, thus garners noticability. Reinforces the point of planning and
effective parenting
LIKES


WHAT’S NOT WORKING:
1-3-2 mantra is liked by people
who could comprehend the
message. Felt to be a catchy way
of explanation
Addresses both mother and
child. Talks of benefits for both
 “Yeh maa ke bare mein bhi bata
rahe hain” (“this also speaks about
the mother”)

Nature of content is seen to be
somewhat aspirational. They feel
that this kind of information
resides with people who are
relatively more evolved & literate

1-3-2 mantra sounds technical,
therefore takes time to
understand and decode

Enjoys seamless understanding due to familiar nature of content which
they have heard from FLWs, MILs etc
 Therefore, easy to follow and recall

The message is decoded as:
 Children need variety of food during their growing years for both physical /
mental health because of increased needs during this time
 This would benefit in all round development of the kid
▪ “Baccha ka poora vikaas hoga” (“there will be all round development of the child”)
 Hygiene as an important factor of health is picked up
 Importance of semi solid food is understood well
▪ “Baccha ka doodh ka daant hia, toh khana masal ke dena chaiye”
LIKES

Relevant message which is
informative

A guideline which voices out action
plan for the mother
WHAT’S NOT WORKING

A generic message which has been
communicated several times. Even
influencers at home such as MIL,
Sister in law etc tell them the same


In sync with messages which FLWs
provide. Draws familiarity,
reaffirmation and believability
“Saas bhi batati hia, ki bacche ko kya
kya khilana chaiye”

Fuzzy comprehension due to low relevance & existing cultural orientation

The linkage between child’s growth & safety measures is not understood
well since it barely exists on their current radar

The fact that in this context, toys are a medium of distraction that would
keep the child safe is not understood. Instead it results in basic category
decoding that toys will make children happy
▪ “Bache ko baja do toh woh khush rahega”

Points that are clearly understood are:
 Hygiene for the child: he or she should not eat soil & therefore the need to be
careful
 Lack of hygiene implies higher probability of child suffering from diarrhea
 Child should be kept away from sharp items as they can potentially hurt the
child
LIKES

Point of hygiene & food habits is
appealing

Keeping child away from sharp
instruments is liked
WHAT’S NOT WORKING

In a socio cultural environment,
where kids are left to grow/ play on
their own, the concern for their
safety & well being is not a priority
for parents. Therefore, low relevance

Message is comprehended in bits
and pieces. The linkage between
child’s growth and concern for safety
is faintly established


Many respondents identified two different voices in the content
In case of female voice over, many noticed difference in the 2 voices
 Voice in the introduction message is perceived to be of young age woman (25
years)
 With Dr. Anita’s voice over, she comes across as a lady they could relate to who is
middle aged and has considerable native wisdom
▪ “Second voice is of a 30-35 year old woman”
▪ “Saas Bahu jaise awaazein lag rahi hain”

Some people were unable to distinguish between the 2 voices. To them, the
voice seemed to be of a 30 year old woman.
 “Dr. Anita ki awaaz patli hai. Jaise jaise umar badti hai, awaaz patli hoti jati hia.
Meri saas ki awaaz patli hai”

There were consistent issues with voice quality. Some also picked up instances
of audio disturbances
 “Gharghrahat hai awaaz mein”
 “Awaaz Sthir nahi hai”

While the language is understood well & does not impact comprehension,
there is a feeling that it was more urban (shehari bhasha) in its expression

“Jaise ap baat karti hain, waisi bhasha mein baat kar rahe hain”

Men were of the opinion that women will not understand the language since,
it is not their local dialect. Felt that it should be in local language which is
referred to as ‘thaethi’ bhasha

Pace of the narrative as an issue is seen across activities and centres. Hinders
articulation and recall
 “Do teen baar agar sunenge toh samajh aa jaayega”


“Sthir ho toh aur acha samajh mein aayega”
The length of the content/ narrative is perceived to be too long. This affects
the overall message comprehension and recall

All the 4 contents are believable on account of the following factors:
 Dr. Anita lending trustworthiness
▪ “Doctorni khud bata rahi hain, toh sab sahi bol rahi hain”
▪ “Doctor par toh sabko vishvaas hota hai”
 Voice of Dr. Anita is authoritative and elderly and connotes wisdom
 Content is relevant to their lives
 Similar messages given by FLWs





Most of the respondents were able to recall that they are instructed to
press specific keys- most could recall it as 1, 2 and 3.
However, the end destination of each of these keys was not recalled as
much
Recall of instructions > Recall of end destination
They were thoroughly confused about functionality of the keys
Reactions to the each key:
 Press 1:
▪ To talk to Dr. Anita
▪ To start the service
▪ To get it on your own phone
 Press 2 and 3:
▪ Reactions 2 & 3 were overlapping significantly
▪ To stop the service


None of the respondents recalled 3 for ending the call
The difficulty in understanding the end prompts arises due to:
 Fatigue due to very long content
 Losing the plot due to the length of the content
 Pace of the narrative



None of the respondents pointed out any stark differences between the
two
Even after clear explanations, the conceptual differences between the
two were not pointed out
After probing the following differences were mentioned:
 Content related differences (Especially when A4 was shown with other Kunji
content)
▪ Mixed reactions to the content preference:
▪ Some were of the opinion that Kilkari had more content and others felt it
was the other way round
▪ Some felt that Kunji had equal emphasis on mother and child health,
while Kilkari emphasizes more on child health

Few were able to point out that Kilkari is for the end user and Kunji is for
FLWs
 Dichotomy in preference prevails:
▪ Some liked Kilkari for the exclusivity factor. Only she can get calls on her phone
▪ Also liked it because having a doctor’s call on your phone is aspirational
▪ For those who liked Kunji, they appreciated the authenticity that an FLW brings to the
entire plot



None of the respondents pointed out that Kilkari is a ‘paid’ service
whereas, Kunji will come to them free of cost
Voice differences were not mentioned by any
Few felt that Dr. Anita’s voice is the same in both the services

Relatively easy to follow

Most respondents follow the instructions and reach the end
destination of subscribing and confirming the Bari Kilkari service

Most respondents recalled the instruction clearly. However, only few
were able to recall the functionality of the keys. The purpose was
not clearly recalled

Similar language/tonality/length and pace issues prevail

Most respondents seemed to be confused with the multiple call flow (MCF)

Multiple packs were not registered

The respondents dial the no. which is heard first and don’t wait for the next set of
instruction

The concept of options i.e. 1/2/3 is not adequately understood. Thereby the first set of
instruction is followed blindly

The call duration is very long and causes respondent fatigue

As a result, the action in response to an instruction is also very mindless

The packs’ names are unclear and there is very little recall of the same

Men had relatively better understanding of the MCF

Very few men could decipher that 1,2,3 is in increasing order of information that will be
given
 “1 Dabane se thodi jaankari denge, 2 se thodi zyaada aur 3 mein sabse zyada”
Majority respondents preferred SCF (single call flow) over MCF for the following
reasons:

Content is less

Fewer number of options to deal with
 Too many options in MCF perplex the respondent

Only one pack option
 “Pehle wale mein function kam the, isliye pasand aaya”

Since content and options are less in SCF, completing the subscription process
becomes easier. Imparts a feeling of accomplishment and confidence

Attention holding span of SCF is better than MCF, thus task completion is also
higher

For many respondents the price of Re 1/week was nominal enough
 Were willing to pay for it
 The informative content plus the trust built through a doctor justifies the price
of Re 1/week

Due to several interventions in the space of health and awareness
(NGOs), people expect such services to come for free. So, for some, a fee
of Re. 1 for Kilkari service wasn’t as welcome

Men were fine with both the voice overs. For them, informative/beneficial
content is prime. The gender of the narrator becomes secondary

Many women felt that a male voice on their mobile phones will not be an
issue
 Claimed that, as long as they are getting useful information, their husbands and MIL
will not be upset

Some women on the other hand were of the opinion that a woman knows
women folk and their s problems the best

So she is the best suited for delivering child and maternal health related content
▪ “Aurat hi aurat ka pareshaani samjhti hai”

Some women opined that their husband/ MIL might get suspicious if a male
voice is speaking to them on the phone
 “Hamare bare mein galat sochene”





Comprehension and recall of content is better among men than women
Recall of end prompts and end destination is also better among men
Calls, especially by a doctor, on their personal phones is a key hook for
most men. While this is the case for women too, men are far more
enthusiastic.
For most men ‘cost’ does not act as any deterrent, while among women it
was an area of discomfort
Some men tend to recall information which is beyond the content
 This could possibly be the influence of other health related messaging in the
community
▪ “Baccha ko sahi samay pe sui lagana chahiye”
▪ “Maa ko bhi sui lagane chahiye… bacche ke beech mein antra rehta hia isse”

The content enjoys indirect relevance for men. Feel that it is their
responsibility to ensure that the messages in the content are put to
practice
 “ Baccha aur biwi ka zimmewari toh hamara hai na”




Nature of articulation is better
They were able to detail out the implications/ benefits of the content on
child and maternal health
Some FLWs, also play back information which is beyond the scope of the
content
FLWs were able to point out the differences between Kilkari and Kunji in
terms of the following benefits:
 Kilkari will reach the end user directly
 Kunji content reaches the beneficiary through them

Many FLWs liked Kunji over Kilkari. Felt threatened/ insecure by Kilkari,
since, they feel it overlaps with their job role
 “Hum bhi toh yehi kaam karte hain, labharti ko hume samjhana padta hai”
 “Jab hum unhe cheezon ke bare mein samjhte hain, tab unhe ache se samjh
mein aa jaata hai”