Getting to “What We Don’t Know We Don’t Know” (Vol. 2)

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Abstract

The youth-inclusive market research approach, tools, methodologies and techniques presented in this Handbook are not designed to replace your organization’s existing experience-generated knowledge base, or its practice-rooted suspicions about young people’s priority needs and aspirations. Rather, this Handbook presents a step-by-step process for developing the mindset, skillset and toolset required to develop 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 additional qualitative data points might serve either to confirm or to challenge existing assumptions and working hypothesis about optimal program parameters or critical components. They might also signal key gaps in existing understanding of the full array of interrelated factors that drive livelihood related decision-making by particular cohorts of youth -- (the famous ―what you don’t know you don’t know‖ aspect of effective, youth-inclusive market research).

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