Summary
[ GHANA JOBS Research Consultancy ]DKT is an innovative and adventurous social marketing enterprise that improves people’s lives.
Salary range:N/A, Job type: Full-time, Location:Accra , Agency:DKT International Ghana. Application close date:Expires May 21, 2020
GHANA JOBS Research Consultancy
Job Description
Background
DKT International Inc. Ghana, a Non-governmental organization was established in 2011. It is an innovative social marketing enterprise whose goal is to significantly contribute to increasing contraceptive prevalence rate for modern methods and reducing maternal mortality in Ghana. DKT leverages two classic social marketing strategies to address the family planning issues in Ghana: Firstly, by driving demand via brand building, utilizing mass media and non-traditional communication, and secondly by improving commodity security through the broad and deep distribution of high quality, affordable contraceptive products.
In Ghana although the knowledge of contraception is almost universal, (99 percent of women age 15-49 have heard of any contraceptive method), only 25 percent of currently married women and 31 percent of sexually active unmarried women 15-49 use a modern method of family planning (Ghana Statisitcal Service, Ghana Health Service, and ICF International, 2017). Eight in 10 women age 15-49 who are non-users of contraceptives know where to obtain a family planning method. Modern contraceptive methods include male and female sterilization, injectables, intrauterine devices (IUDs), contraceptive pills, implants, female and male condoms, lactational amenorrhea method, and emergency contraception. Thirty percent of currently married women in Ghana have an unmet need for family planning with this need highest among those age 15-19 (51 percent) (Ghana Statiscal Service, Ghana Health Service, and ICF International, 2014).
In 2017, DKT commissioned the first in a series of research studies to establish trends in insights on family planning, brand awareness and consumer experience. The 2017 study which employed a face-to-face data collection methodology using quantitative (semi-structured questionnaire administered) and qualitative (key informant and focus group discussions) methods reports that a third (27 percent) of sexually active females age 15-34 are doing nothing to prevent pregnancy. Contributing to the non-use of contraceptives are fear of sides effects and health concerns among others (DKT International Inc., 2017).
Presented next are a summarized profile of respondents and key findings of the study.
In addition to objectives assessed previously, the next round of insight research planned for Quarter two of 2020 will exploring consumer preferences of a single (1.5mg levenorgestrel) versus double dose (two doses of 0.75mg each 12 hours apart) emergency contraceptive pill (ECP). It is reported that the single dose LNG is as effective as the staggered doses (Harger, et al., 2018) and DKT plans to market both variants. The 2020 FP Insights will also test audience psychographics based on desire-driven segmentation including a “Switch Don’t Stop Campaign” against other creative directions.
In March of 2020, Ghana recorded its first cases of the Corona Virus Disease 2019 (COVID-19), a novel infectious disease caused by severe acute respiratory syndrome coronavirus 2 (SARs-CoV-2). The number of cases have since increased with recent figures reaching over 2,000. The government of Ghana put in restrictions and measures to curb the spread of COVID-19 including hygiene practices, a partial lockdown of Accra and Kumasi, and social/physical distancing among others. DKT also wishes during this current round of data collection to assess the impact if any of the COVID-19 pandemic on its target audiences’ behaviors.
DKT International is thus seeking the services of a firm or consultant(s) to conduct a study addressing the following research objectives:
Objectives
The general objective of this research is to gauge consumer insights on the family planning category and brands to inform DKT’s marketing and program improvements. Findings from the study when implemented are expected to contribute to DKT building a niche for contraceptives in Ghana and improving modern contraceptive prevalence rate.
Specific objectives
The specific objectives of the study are to:
Assess knowledge of the contraceptives and brands among females age 15-24 and 25-34 in social class C1 and C2;
Ascertain the use of contraceptives and brands among females age 15-24 and 25-34 in social class C1 and C2;
Measure changes in sexual activity, general and reproductive behaviors including demand for contraception since the onset of the COVID-19 pandemic;
Describe consumer perspectives on the quality of contraceptive services:
Examine the barriers to the purchase and uptake of contraceptives;
Explore consumer preferences including advantages/disadvantages of a single versus double dose emergency contraceptive pill (ECP), and top most one-dose ECP brand on the market;
Examine the relationship between brand familiarity and consumer satisfaction
Test creative routes to ascertain which persona-inspired route gets more traction (audience psychographics based on desire-driven segmentation).
Expected Results/Outcomes
1. CONSUMER INSIGHTS – stratified by zone/region, age group (15-24 and 25-34) and Lydia contraceptive user status (user, lapsed user and non-user)
Awareness/knowledge of contraceptives and brands, location to access method, media habits and preferences;
Current contraceptive use, category/brand preferences, brand mostly used, last used, and frequency of use, place of and for reason of purchase of contraceptives, family decision making including who purchases product (male or female), intentions for future category and brand use;
Changes in sex frequency (less, same, or more sex) and demand for contraception since onset of COVID-19
Quality of service: counseling on use and side effects,
Barriers to use e.g. fertility related, opposition to use, access, method-related reasons, provider attitude;
Advantages, disadvantages and preferences of single versus double dose, and top one pill brand ECP preferences;
Lydia brand familiarity, positioning, packaging, product category and competition, perceived gender portrayals in DKT’s advertisement materials
2. PSYCHOGRAPHICS
Resonance by audience segments with goal and desires (Switch, Don’t Stop; against Achievement and Self-Direction; Pleasure/Worry-free Enjoyment; Security; Conformity/Obedience; Sex as a Means to Status; Sex as Survival)
Methods
The study will employ a cross-sectional design. The proposed data collection method is a quantitative approach through face-to-face administration of a structured questionnaire using preferably electronic method. Minimal qualitative methods including the use of in-depth interviews may be considered. The firm/consultant(s) approach to data collection needs to follow the governments approved social/physical distancing protocols.
The survey will be a zonal/regional representative survey of females ages 15-24 and 25-34 in the C1, C2 social class. The estimated sample size by age group based on 95% confidence interval and 5% margin of error is presented below.
The study will employ a cross-sectional design. The proposed data collection method is a quantitative approach through face-to-face administration of a structured questionnaire using preferably electronic method. Minimal qualitative methods including the use of in-depth interviews may be considered. The firm/consultant(s) approach to data collection needs to follow the governments approved social/physical distancing protocols.
The survey will be a zonal/regional representative survey of females ages 15-24 and 25-34 in the C1, C2 social class. The estimated sample size by age group based on 95% confidence interval and 5% margin of error is presented below.
The method developed by the firm/consultant (s) needs to factor in how respondents will be sampled. The final decision on methods including sampling will not be DKT exclusive, as the consultants(s) would be expected to bring forward suggestions on methods they will employ in the study.
Output
The main body of the report should not exceed 25 pages and needs to include an executive summary, background, demographic characteristics, methods, findings, conclusion and recommendations. The findings should be disaggregated by region, age group (15-24 and 25-34), Lydia contraceptives user status (user, lapsed user and non-user) and needs to make a comparison of key outputs between the 2017 FP insights and the current study. Preferably, this comparison should be in a tabular format.
The consultant (s) should support their analysis with relevant data and state how these have been sourced. Recommendations should also include details as to how they might be implemented.
Timeframe
We anticipate a time frame of not more than one month starting from the time of commencement.
Scope
The scope of this work is expected to be a zonal/regional representative survey of female ages 15-24 and 25-34 in the C1, C2 social class. The zones and their respective regions are as follow:
Northern region: Northern, North East and Savannah
Middle: Ashanti
Southern: Greater Accra
Required Skills or Experience
Consultants/Firm Experience
We plan to recruit either a team of consultants or a competent firm. Either way, the team should include a ‘lead’ consultant, who will be responsible for the overall conduct of the research.
REQUIRED
The consultant(s)/firm will have demonstrated experience in conducting large, multi-topic research in the West Africa sub-region specifically Ghana, Liberia and Sierra Leone.
The Principal Investigator (PI) must have an advanced degree (preferably PhD) in a Social Science or Public Health and at least 5 years’ experience conducting both social, consumer or public health research using technology.
The PI should have a solid understanding of marketing and issues about consumer experience in Ghana, and be fluent in modern research methods including quantitative and qualitative designs.
The PI should be fluent in written and spoken English.
GHANA JOBS Research Consultancy GHANA JOBS Research Consultancy GHANA JOBS Research Consultancy
How To Apply
Applicants should provide:
A summary of their proposed approach to the work (no more than 4 pages)
CVs of their team members citing relevant experience.
Three references from organizations that have contracted the firm/consultant proving ability to carry out multi-topic research.
One or two previous reports written by firm/consultant.
The Technical Proposal should be submitted to kwesi_abaka@dktghana.org and procurement@dktghana.org by Thursday May, 21st 2020.
Deliverables
The team leader is responsible for the timely submission of the following deliverables to DKT’s Senior Manager (Monitoring and Evaluation).
Inception Report/Tools: This will involve all inception documentation including research tools, protocols and data analysis plan;
First Draft Research Report and PowerPoint: The first draft will be submitted within two weeks of the end of the data collection exercise;
Final Research Report, PowerPoint Presentation and Datasets will include all feedback from DKT addressed. The consultant will present three bound copies of the final report, and a flash drive copy of the final report, PowerPoint Presentation and datasets.
The final research report will be a maximum of 25 pages including an executive summary, background, research questions and objectives, study findings comparing the current results with those of the 2017 FP insights, conclusions and recommendations.
Proposed Payment Terms
Payment will be made based on the proposed payment structure:
20 percent within 2 weeks of signing contract;
50 percent upon deliverables 1; and
30 percent within 2 weeks of deliverable 3
Technical & Financial Proposals
The technical and financial proposal should be no more than 15 pages, 12point font and 1.5line spacing excluding Appendixes. It should address the following areas:
Experience of firm in this area including past performance, especially as related to reproductive health and contraception;
Principal Investigator experience and qualifications (include CV as Appendix);
Description of other key personnel if necessary (include CVs as appendix);
Sampling strategy and methodology;
Description of proposed field work operations plan;
Ethical procedures that will be employed;
Description of quality control measures in data collection including at least 40% direct supervision proposed plan for ensuring same for the remaining 60%;
Data entry approach and quality assurance measures including use of incentives for participation if required;
Cost table for the entire research and budget narrative;
Demonstrated ability to conduct the proposed study in other West African countries e.g. Liberia and Sierra Leone will be an added advantage;
A disclosure of the firm, consultant(s) regarding any relationship or friendship it or any of its staff has with current or former DKT staff(s); and
Any other issues relevant to the ToR.
Evaluation criteria of proposals is the following:
Financial – 30%
Structure of Financial Proposal
The financial proposal must be submitted in a separate sealed envelope from the Technical Proposal. The budget narrative must explain the assumptions behind all cost estimates including number of interviews per enumerator, number of travel days, number of field days (with due allowance for travel days if applicable). It should also explain the data entry assumptions (whether manual or direct entry using tablets for field work), as well as the time line for data collection and data entry and other items relevant to the ToR.
The Financial Proposal should be submitted to: kwesi_abaka@dktghana.org and procurement@dktghana.org
References
DKT International Inc., 2017. Discovering Insights into Family Planning in Ghana, Accra: Oxford Research Group.
Ghana Statiscal Service, Ghana Health Service, and ICF International, 2014. Ghana Demographic and Health Survey, Rockville, Maryland, USA: GSS, GHS, and ICF International.
Ghana Statisitcal Service, Ghana Health Service, and ICF International, 2017. Ghana Maternal Health Survey, Accra, Ghana: GSS, GHS, and ICF.
Harger, K. O., Lamme, J. & Cleland, K., 2018. State of Emergency Contraception in the United States. Contraception and Reproductive Medicine, 5 September, p. 30.