When smartphones and mobile data became increasingly inexpensive in emerging markets, millions came online for the first time, generating vast amounts of personal data. Research into data sharing practices became crucial to protect user privacy in this rapidly emerging market.

We conducted stakeholder interviews to clarify objectives, align on goals, identify knowledge gaps, and recommend experts from their network. Additionally, expert interviews were carried out to uncover valuable resources, refine strategic direction, highlight potential pitfalls, and suggest relevant frameworks to enhance the research approach.

We reviewed a range of recommended studies and frameworks to gain a deeper understanding of the domain, as well as their research approaches and methodologies. Notable resources included Financial Diaries, Portfolios of the Poor, the Trusted Data Sharing Framework, and insights from the Consultative Group to Assist the Poor.

Armed with this knowledge, we used affinity mapping to identify and prioritize the most pressing research questions, which were as follows:

Participants were verbally screened to ensure they were newly digitally active (individuals who recently began engaging with smartphones and the internet). We recruited 285 participants for quantitative surveys and 25 participants for qualitative interviews. Additionally, we collected usage data from 50 consenting participants.

To answer our research questions, we designed a comprehensive research plan utilizing the following research methodologies:

In our study, we encountered mixed outcomes across different methods. For the surveys, participants expressed frustration with the length, leading us to shorten the survey to improve completion rates. In contrast, qualitative interviews were more successful, which we attribute to the compensation provided.

Meanwhile, our usage data collection system initially performed well during testing but faced challenges later in the study, particularly in collecting data consistently over longer periods. These insights guided adjustments to enhance both methodology and participant experience.

We used cross-tabulation to analyze relationships between variables, uncovering insights into demographics, preferences, and digital activity for a deeper understanding of the data and our users.

We used thematic analysis to systematically analyze qualitative data and identify recurring patterns and themes. Themes emerged as we identified clusters of codes that reflected common insights.

To ensure our findings were clear and actionable, we synthesized them into data profiles, similar to personas, as part of our research report. This deliverable brought the users behind the data to the forefront, highlighting their humanity. By taking this thoughtful approach, we enabled policymakers to connect with the individuals represented, fostering empathy and a deeper understanding of their needs.

Our research was primarily constrained by two key factors. First, participants demonstrated a limited understanding of data, which significantly influenced their perceptions and attitudes toward it. Second, the absence of robust data extraction tools, combined with a lack of prior research in this area, posed challenges to the accuracy and reliability of our data collection methods.

Although most respondents reported owning personal phones, interviews revealed many participants shared their devices with family, adding complexity to data-sharing behaviors. While beyond the scope of our research, we would have liked to explore this further.