Evaluating social mission projects in emerging & bottom of the pyramid markets – An innovative behaviour measurement methodology

Raghavan Srinivasan and Astiti Suhirman
TNS Indonesia

Namita Mediratta
Hair Asia, Unilever Asia Private Ltd., Indonesia

INTRODUCTION

Behavior Change in Social and Development Projects

Almost all social and development projects in emerging and bottom of pyramid (BOP) markets focus on engineering behavior change in some form or another as their ultimate goal. The 'behavior' to be changed varies across these different projects, as illustrated in the examples below:

  • Change in food habits to ensure adequate nutrition for women during pregnancy and lactation.

  • Change in intra family food distribution behavior for ensuring fair and equitable distribution of food without any discrimination on age or sex.