Social research
Navigating Sensitive Multi-Cultural Conversations for the Malala Fund
Exploring perceptions of girls' education across global markets. A culturally localised, all-female research community that created a safe digital space for honest, nuanced conversation.
The challenge
Understanding how a global education charity is perceived, safely and honestly
Working alongside Humankind Research, we conducted exploratory research for the Malala Fund to understand how the charity and its mission are perceived in both donor and receiver countries.
The project explored awareness of and attitudes towards girls' education across culturally varied markets, while ensuring the research environment was sensitive, nuanced, and safe for young participants. The topic required not just careful methodology but genuine cultural humility: a standardised approach would not hold. The environment needed to feel safe enough for honest sharing, and the activities needed to be relevant within each specific cultural context.
Project context
- Organisation Non-profit / charity
- Partner Humankind Research
- Solution Social research, identity and value
- Markets Multi-market: donor and receiver countries
- Duration Week-long community
- Methods Private discussions, video posts, cultural localisation, all-female moderation
The approach
A localised, all-female research approach
We recruited a mix of young girls and women, along with a small male sub-sample, for a week-long community. Every design decision prioritised participant safety, cultural relevance, and the integrity of the insights gathered.
A safe digital space
We created a safe digital space with an all-female research team that encouraged participation through patience, curiosity, and cultural humility. The community environment was designed so participants could share honestly without concern for judgment or cultural conflict.
Cultural localisation
Activities were fully localised for each market, and we worked with trusted cultural experts to support moderation and ensure appropriate language and tone. A one-size approach would have undermined both the quality of the insights and the trust of participants.
Multimedia reflection
We gathered detailed feedback through private discussions and video posts to capture the specific challenges girls face in different cultural contexts. Video gave participants a way to express nuance, emotion, and lived experience that written responses alone could not convey.
The result
Shaping more resonant global messaging
The research delivered deep, culturally grounded insights into how the Malala Fund is understood globally. By unpicking the nuances of awareness and the barriers to education, we provided the charity with the evidence needed to shape more resonant messaging and future engagement strategies.
Nuanced awareness mapped
The research surfaced how awareness of the Malala Fund and its mission varied across donor and receiver markets, highlighting the different starting points a communications strategy needs to account for.
Barriers to education made visible
By capturing the lived experiences of young girls across different cultural contexts, the research made visible the specific barriers that differ market by market, rather than assuming a single global narrative applies.
Messaging and engagement strategy shaped
The insights gave the Malala Fund an evidence base for developing messaging that speaks honestly to different audiences across its global network, grounded in how each market actually experiences and perceives the charity's work.
The outcome
"The research delivered deep, culturally grounded insights into how the Malala Fund is understood globally. By unpicking the nuances of awareness and the barriers to education, we provided the charity with the evidence needed to shape more resonant messaging and future engagement strategies."
Keep reading
Related success stories
Strategic White Spaces: Samsung's Sustainable Living Opportunity
A multi-phased ESG study across three European markets identified clear opportunities for sustainable home leadership.
Read the storyStrengthening Beck's Brand Position
A six-day German-language community with native moderation clarified Beck's true position in a crowded beer landscape.
Read the storySave the Children: research across markets on child welfare
An online community approach to explore sensitive welfare topics, with culturally adapted moderation across multiple markets.
Read the storyReady to see incling in action?
Talk to the team about your research challenge and we will show you what is possible.