Getting to “What We Don’t Know We Don’t Know” (Vol. 1)

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Abstract

The youth-inclusive market research tools and approaches presented in this Handbook are not designed to replace your experience-generated knowledge base, or your practice-rooted suspicions about young people‘s priority needs and aspirations. Rather, this Handbook presents an overall rationale, and step-by-step process, for integrating an additional set of data points generated from the application of qualitative market research tools and approaches with prospective young participants, along with their household and community supporters. These new data points might serve to either confirm or challenge your existing assumptions and working hypothesis about optimal program design. They might also signal key gaps in your existing understanding of all of the interrelated factors that drive livelihood related decision-making by particular cohorts of youth -- (the famous ― what you don‘t know you don‘t know).

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