During this stage we work with our partner to identify the specific challenge at hand. Having a clear problem to address allows us to be more accurate in dealing with the behavioural challenge and more efficient in arriving at a solution. We help them strip away any false assumptions that can be made unwittingly within a problem statement.
The diagnosis stage uses behavioural insights to develop a set of hypotheses that can be tested.
Using a human-centric design approach we use existing data sets and/or new data in order to garner insights into root causes. We put our beneficiaries at the heart of the observation process, endeavouring to understand the motivators, de-motivators and influencers in their ecosystem. They could be physical, interpersonal, social, cultural or otherwise.
Magenta researchers specialise in the field of psychology, behavioural economics and social sciences, developing research methodologies to assess root causal behaviours. Additionally, our data scientists conduct analysis on secondary data sets which they superimpose on our primary data to build up a fuller understanding of the barriers surrounding the beneficiaries in question.
Using this primary and secondary data, we are able to conduct bottle neck analyses to identify particular behavioural barriers or social norms preventing a specific desired outcome.
This stage also includes in-depth audience, media and communication channel analysis.
3. Strategy Design and Planning
The design of a communications intervention is shaped by the diagnostic stage. Our solutions are always tailor-made to meet a specific set of challenges and informed by our understanding of the ecosystems in which we operate, including the media landscape, community-level structures and an understanding of key influencers (celebrities, sportspeople, politicians, leaders etc). Whilst cultural norms are a factor in our appreciation of the broader context, we do not try to “change cultures”, but rather leverage existing societal and cultural frameworks to reach desirable outcomes.
Our strategies lay out in detail a design solution, creative approach, dissemination strategy and corresponding implementation plan for our partners. With much of our work being conducted in support of governments, this is a collaborative process involving key stakeholder consultations throughout.
We follow these four principles during implementation:
1. Rights-based approach – close adherence to universal human-rights principles, in particular supporting the most marginalised
2. Do no harm – constant consideration and mitigation of any potentially harmful effects of our interventions
3. Participatory methods – empowering people; maximising ownership, relevance and sustainability
4. Partnerships – bringing together consortia of expertise to provide comprehensive solutions that deliver impact
The Magenta team has worked on the ground throughout the Middle East, Asia and Africa for decades and can call on an extensive and trusted network of local experts, media organisations, private companies and CSOs. As each design solution is tailor made to our partner’s requirements, so our partnerships are also tailor made; Magenta believes that the empowerment and leveraging of community-based organisations is key to effective implementation and sustainability.
Complementary of this highly localised approach, we bring the best-in-class technical partners in the digital, media and private sectors.
5. Test and Monitor
Our team conducts qualitative and quantitative product testing to assess performance. The results of these are used to feed back into the programme design and execution.
Magenta’s interventions are not designed to be one-off projects, but are created as “models” that can be replicated and scaled to achieve optimal social impact. We advise our partners on ideal methods for scaling, which locations are appropriate targets and what partnerships and infrastructure is required.
To demonstrate results and garner evidence, we use holistic measurement techniques based on rigorous evaluation design (e.g. experimental/quasi experimental)
Magenta advises partners on the development of robust theories of change and results frameworks that form the basis of strong monitoring and evaluation mechanisms.
Magenta uses both primary and secondary data sources to measure designed objectives. We use a range of qualitative and quantitative methods as part of our primary data collection, including key informant interviews, group interviews, focus groups, observation, surveys, physical measurements, and participatory methods. We work with local data collection teams who have an unrivalled understanding of some of the most difficult challenges. In addition, Magenta’s data scientists look at existing data sets to inform the overall evaluation analysis