Mothers, Radio, and Market Research: The Jolt Model in Guatemala

Jolt logo6/18/15 – This guest blog post is written by Jolt, a Global Social and Sustainable Enterprise MBA student start-up that provides market research services through text message technology and targets parents with children from the ages of 0 to 4. Jolt is conducting field work this summer in Guatemala.

This summer, our goal is to understand mothers, radio, and the context in Guatemala. We need to create a database of subscribers, observe consumer purchasing behavior, and ultimately understand what influences parents and children to listen and participate in our radio programming. Our subscribers will receive early childhood education tips from our radio programming that encourages parent and child interaction. Furthermore, our subscribers serve as candidates to participate in mobile market research, which will help incentivize them to continuously participate in Jolt’s radio programming.

How do we propose to do this in 40 short days? Our journey this summer includes one focus group in San Cristobal and four workshops with mothers across the country. We will also visit 3 radio stations throughout Guatemala City in order to establish and identify a partner to broadcast our radio programming. Through these events, we expect to capture the preliminary information needed to implement our business model here in Guatemala in the Fall of 2015.

Jolt co-founder Andreana Castellanos conducting a focus group in Guatemala

Jolt co-founder Andreana Castellanos conducting a focus group in Guatemala

The great news is that Jolt has hit the ground running. Soon after arriving, we hosted a focus group in Guatemala City with 9 parents and 10 children. The participants genuinely enjoyed the program and were eager to provide feedback for future programming. From there, we traveled to rural city of Panyebar Santa Clara on the picturesque Lake Atitlan to conduct our first workshop. While expecting only 25 mothers and their children, we were shocked to see 40 mothers and 50 children pack out a local church to partake in Jolt’s workshop. The results were clear: mothers were willing to provide their personal demographic information, radio preferences, specific likes and dislikes of Jolt’s current radio sample and what they would be willing to pay to receive future tips. Our journey continues on as we implement our second radio sample based off of the feedback received thus far. Check our Facebook page for more photos, and regular updates.

Jolt workshop with mothers and their children in Guatemala

Jolt workshop with mothers and their children in Guatemala

This entry was posted in Global Orientation, Stories from the Field, Sustainable Enterprise and tagged , , , . Bookmark the permalink.

One Response to Mothers, Radio, and Market Research: The Jolt Model in Guatemala

  1. Alan D'souza says:

    I guess such programs will take a long way in understanding the way customers understand brand value and accordingly position products.

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