Client: Agence Française de Développement, Bill & Melinda Gates Foundation | Year: 2018
Context
In partnership with the Agence Française de Développement and the Bill & Melinda Gates Foundation, our team led a multi-country initiative across Burkina Faso, Niger, and Mali to address the persistent challenge of malnutrition among women of reproductive age in urban and peri-urban areas. The project focused on generating a deep understanding of consumer behaviors in order to inform contextually grounded strategies that could be taken forward by Sahelian businesses and local stakeholders.
In partnership with the Agence Française de Développement and the Bill & Melinda Gates Foundation, our team led a multi-country initiative across Burkina Faso, Niger, and Mali to address the persistent challenge of malnutrition among women of reproductive age in urban and peri-urban areas. The project focused on generating a deep understanding of consumer behaviors in order to inform contextually grounded strategies that could be taken forward by Sahelian businesses and local stakeholders.
Goals
At the heart of this work was the ambition to generate deep, contextual insight into consumer behaviors, needs, and aspirations. These insights would serve as a foundation for designing fortified food products and market strategies that resonate with women’s everyday realities—while also creating opportunities for regional businesses to engage in socially impactful innovation.
At the heart of this work was the ambition to generate deep, contextual insight into consumer behaviors, needs, and aspirations. These insights would serve as a foundation for designing fortified food products and market strategies that resonate with women’s everyday realities—while also creating opportunities for regional businesses to engage in socially impactful innovation.
Methods
I led a series of user research studies in Ouagadougou, Niamey, and Bamako, combining in-context interviews, focus group discussions, and observational methods to explore household nutrition practices, purchasing behaviors, and decision-making dynamics. The research focused on understanding not only individual habits but also the social and structural influences shaping them.
I led a series of user research studies in Ouagadougou, Niamey, and Bamako, combining in-context interviews, focus group discussions, and observational methods to explore household nutrition practices, purchasing behaviors, and decision-making dynamics. The research focused on understanding not only individual habits but also the social and structural influences shaping them.
We synthesized insights into detailed personas and user journeys, highlighting key motivators and barriers across segments. These insights were brought into a co-design workshop that convened project partners—including representatives from the Gates Foundation and AFD—and local stakeholders to collaboratively generate and refine product concepts and engagement strategies.
From this process emerged a range of fortified food product ideas, each aligned to the needs, preferences, and values expressed by the target audience.
Outcome
The research culminated in a comprehensive report outlining actionable recommendations for product development, marketing, and communication strategies. These outputs provided Sahelian businesses and project partners with a clear, evidence-based roadmap to guide future nutrition innovation and scale.
The research culminated in a comprehensive report outlining actionable recommendations for product development, marketing, and communication strategies. These outputs provided Sahelian businesses and project partners with a clear, evidence-based roadmap to guide future nutrition innovation and scale.
By grounding strategic decisions in the lived experiences of women and their communities, the project helped shift the conversation from top-down interventions to locally grounded, business-led solutions—contributing to more sustainable and contextually relevant responses to malnutrition across the Sahel.
Testimonial
"Ben is an incredible designer with a fantastic attitude that brings positivity and energy to every project. What sets him apart is his natural skill as a facilitator. He creates a space where everyone feels heard and engaged, making collaboration effortless and meaningful. Beyond his skills, his professionalism and genuine care for the work shine through in everything he does. I couldn’t recommend Benjamin more highly—he’s an absolute gem to work with."
- Isabel Sandoval, Senior Strategic Designer
"Ben is an incredible designer with a fantastic attitude that brings positivity and energy to every project. What sets him apart is his natural skill as a facilitator. He creates a space where everyone feels heard and engaged, making collaboration effortless and meaningful. Beyond his skills, his professionalism and genuine care for the work shine through in everything he does. I couldn’t recommend Benjamin more highly—he’s an absolute gem to work with."
- Isabel Sandoval, Senior Strategic Designer
