Africa Development Research Series: Kenya Quantitative Survey Report
Title: Africa Development Research Series: Kenya Quantitative Survey Report
Author: Hannah Bowen
Pages: 129 pp.
Source: InterMedia AudienceScapes
Publisher: InterMedia Survey Institute Date (published): 26/02/2010
Date (accessed): 13/03/2010
Type of information: research report
On-line access: yes (pdf - 4,8 MB)
This report is based on a quantitative survey in Kenya and gives development practitioners a
concise but rich description of the development information environment in Kenya. It offers
insight into how information is gathered, shared and used at the grassroots level. In
addition, it showcases the power of the AudienceScapes national survey instrument to help
the development community better target its communications and information efforts.
This unique dataset addresses some of the toughest questions in development program
management: How much and from which sources do various segments of the population
learn about development issues? How can we share critical information with target
demographic groups efficiently and effectively? What sorts of information do people want,
need or lack?
Structure of this Report
The report summary provides a detailed overview of the main findings.
Chapter 1 introduces the information and development context in which the survey was conducted.
Chapter 2 highlights findings about media and communication habits, with special attention to word-of-mouth networks and to the particular challenges of communicating with rural populations and women.
Chapter 3 details Kenyans’ access to and use of various media and ICTs, while Chapter 4 applies the AudienceScapes data to three key development sectors: health, personal finance and agriculture.
The appendices provide additional details on research methods, the AudienceScapes team and the AudienceScapes project research advisory board.