Types of Research
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This document is an initial scoping of the theory and evidence linking digital services to women’s rural-to-urban migration. The document contains (1) a survey of the literature on digital financial services to discern how often this body of literature considers gender-disaggregated impacts on migration, (2) a detailed review of 13 hypotheses regarding the effects of digital services on women’s migration to cities, and (3) an illustrative overview of rural-urban migration patterns and digital technology usage in two East African countries (Ethiopia and Tanzania).
Consumer attitudes are a key component in private sector market segmentation. Knowledge about consumers’ tastes can lead to better product design and more effective communication with target markets. Similarly, evidence suggests that farmers’ attitudes influence whether they adopt productivity-increasing technologies. Using consumer insights from the private sector, agricultural intervention programs can use market research, product development, and communication strategies to better understand farmers as consumers and best target interventions. This brief provides an overview of how farmers' attitudes affect their willingness to adopt new technology, and how knowledge of farmer attitudes can improve program design and implementation.