Brand ยท Identity and value
Navigating Sensitive Multi-Cultural Conversations for the Malala Fund
Week-long
community
All-female
research team
Multi-market
donor & receiver
The challenge
Exploring perceptions of girls' education across global markets
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, exploring awareness of and attitudes towards girls' education, while ensuring the research environment was culturally sensitive, nuanced, and safe for young participants.
Project context
- Industry Non-profit, charity
- Solution Identity and value
- Partner Humankind Research
- Markets Donor and receiver countries
- Methods Private discussions, video posts, cultural localisation, all-female moderation
The approach
A localised, all-female research approach on our platform
We recruited a mix of young girls and women, along with a small male sub-sample, for a week-long community.
Approachability and safety
We created a safe digital space with an all-female research team that encouraged participation through patience, curiosity, and cultural humility.
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.
Multimedia reflection
We gathered detailed feedback through private discussions and video posts to capture the specific challenges girls face in different cultural contexts.
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.
Ready to see incling in action?
Talk to the team about your research challenge and we will show you what is possible.