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Introduction & Case description

Understanding the barriers faced by women and youth from capitalizing on existing economic opportunities.

International organizations play a crucial role in promoting youth and women's employment opportunities globally. They achieve this through various initiatives: firstly, by advocating for policy changes that dismantle barriers to entry, such as discriminatory hiring practices or lack of affordable childcare. Secondly, by funding skills development programs that equip young people and women with the necessary qualifications for the modern workforce. Thirdly, by facilitating access to financing and resources, particularly for women entrepreneurs who face additional hurdles in establishing businesses. Finally, by monitoring progress and holding governments accountable for their commitments towards achieving gender equality and youth employment targets. Through these multifaceted efforts, international organizations strive to create a more inclusive and equitable employment landscape for all.

Our client, a leading multi-lateral international organization wanted to understand & address the unemployment, and in particular the access of women and youth to economic opportunities.  The research objective was to assess the access of women and youth to economic opportunities such as employment, contributing to inclusive growth and achieving more effective development outcomes by:

  • Contributing to a better understanding of the current situation, challenges, and constraints that women and youth faced in accessing employment.
  • In the case of women's access, examining the role of restrictive social norms in accessing employment, identifying constraints faced by women in different sectors, and exploring women's involvement in income-generating activities and micro-enterprises.
  • In the case of youth access, gaining insights into the drivers of (and opportunities to limit) economically motivated migration as it related to the three economic sectors.

 

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Our SOlution

Multi pronged Qualitative In-Depth Research

With the aim of understanding the types of barriers that may prevent women and youth from capitalizing on existing economic opportunities, Knometrix gathered information that demonstrated understanding the differences between challenges and opportunities across three main economic sectors: services, industries and agriculture. Knometrix suggested to conduct a qualitative assessment to specifically improve our understanding of the constraints women and youth face. Under qualitative research, we suggested two approaches.

  • Focus group: Multiple focus groups were conducted following our selection criteria (women and young people who are facing constrains & challenges in accessing employment opportunities). Quotas were set for gender and age groups and homogenous sampling techniques were used.
  • Key informative interviews: Employers and current employees were interviews to understand the gender-differentiated and age specific concerns and behaviors related to the recruitment process. We followed maximum variation technique to ensure choosing the best representatives from the stakeholders. 
The results

A comprehensive market entry strategy

The market entry research conducted by Knometrix yielded valuable insights that informed the client’s expansion strategy into the GCC market.

  • Consumer Insights: Through focus group discussions, Knometrix gained deep insights into GCC consumers’ skincare routines, preferences, and purchasing behavior.
  • Competitive Analysis: Knometrix identified gaps in the market, such as limited availability of high-quality skincare products targeting specific skin concerns, which the client could capitalize on to gain a competitive advantage.
  • Brand Perception: The focus group discussions also provided valuable insights into GCC consumers’ perceptions of skincare brands.
  • Communication Strategy: By understanding the language preferences, media consumption habits, and content preferences of GCC consumers, we also recommended a targeted marketing and campaign strategy and that resonated with their target audience.
  • Purchase Channels and Influencers: Knometrix uncovered the importance of various purchase channels and influencers in the GCC skincare market.