confidential & proprietary copyright © 2008 the nielsen company kaps / image analysis &...

Confidential & Proprietary • Copyright © 2008 The Nielsen Company

KAPs / Image Analysis & Delivering as One Tanzania Stakeholder report January 2009

April 20, 2023 Confidential & ProprietaryCopyright © 2008 The Nielsen Company

Introducing KAPS

•Due to a lack of baseline data for UNCG to use• 2007 UNCG commissioned AC Nielsen to conduct the

KAPS• Followed competitive bidding involving 5 MR Companies

and local NGOs• Idea was to conduct first wave in 2007 followed with

smaller second wave in 2008 • Approach aimed to identify any changes in

communication component of DaO• Target Groups: UN staff, UN stakeholders (media, civil

society, GoT, development partners and general public)

KAPs & Image Analysis Report



Research objectives

• The main objectives of the research are to:

– Provide accurate data on UN knowledge & perceptions in Tanzania – (amongst the public in general, development partners, the Government, civil

society, and the media).

– Test the DaO concept among the same target groups.

– Provide the recommendations regarding communication strategies to:

– Maintain or modify UN knowledge, attitude, perceptions, etc, in Tanzania

– Help facilitate the implementation and appropriate communication of the DaO concept.



Schedule

•Research background–Objectives, methodology, achieved sample

•Results–Awareness –Communications –General perceptions about the UN–Delivering as One concept test–UN & humanitarian organizations performance–Humanitarian organization attribute importance–Additional questions

•Overview & conclusions


KAPs & Image Analysis Report Page 6

Responding sample structure

TARGET ACHIEVED SAMPLE

General public 200

Male 55%

Female 45%

18-29 years 54%

30 – 39 years 20%

40-49 years 13%

50+ years 14%

UN Staff 101

Media 29

Government 27

Donor & development partners 29

Civil society / NGOs 25


Highlights of results

•Awareness of UN in Tanzania high, similar to first wave results.• TV and Radio dominant sources of info in 1st wave• Schools, Adverts & press articles feature well as sources

of info about the UN in 2nd wave•Communication messages: slight changes, with Health,

Human Rights, Education and UN’s work in HIV/AIDS gaining prominence in 2nd wave•Messages about UN reform mentioned in 2nd wave, none

in 1st wave•Msgs on UN’s work in economic empowerment maintains

strong presence in both 1st & 2nd waves.




Top of mind – by stakeholders sample type

31

10 10

0

52

4

0

11

48

3

10

3

24

8

12

4

0

5

10

15

20

25

30

35

40

45

50

55

60

UNITED NATIONS UNHCR UNICEF IMF

Media Government Donor/Development partners Civil society/NGOs

Base : Stakeholders n=110 Media 29; Government 27; Development partners 29; Civil society 25

Organizations shown mentioned by at least 5% overall

%



Source of UN information / news (single mention)

56

24

63

0

0

0

16

19

12

28

24

20

7

7

4

3

3

2

-5 5 15 25 35 45 55 65

TV

Press article or advert newspaper/ magazine

Radio

UN information source

Printed publication/materialNewsletter

Website

School

Word of mouth (colleague, friends,etc.)

Billboard and other outdoorcommunication

%

Sources shown mentioned by at least 4% overall

Base : All aware of UN n = 275 Stakeholder 105 General Public 170



14

14

12

10

10

9

5

5

0 2 4 6 8 10 12 14 16

Fighting of disease

Economic empowerment/ Povertyeradication

HIV

Education

Human rights.

Refugee repatriation / helpingrefugees

Maintain security

Reforming the UN

%

UN information / message

Reponses shown mentioned by at least 5% overall




Preferred sources of information about UN

19

15

32

17

5 43

4

1

35

28

16

35 5 5

2 3

0

10

20

30

40

50

TV Radio Press article oradvert newspaper /

magazine

Website School Billboard and otheroutdoor

communication

Printedpublication/material

Newsletter

UN informationsource

Word of mouth(colleague, friends,

etc.)

Stakeholder General public

%

Base : All respondents n = 310 Stakeholder 110 General Public 200

by general public & stakeholders


Research Highlights (cont)

•Dislikes: UN Stakeholders view the UN as less innovative compared to General Public• Stakeholders acknowledge the UN’s role in improving

lives of poor people – (trust)• Also similar to 1st wave, the UN is considered by

stakeholders to be bureaucratic (GoT & media leading)• Perception shared by UN staff who also think the UN is

bureaucratic and not innovative•DaO concept test; there is a big improvement in the last

one year.• There is still work to be done with the GoT, though




Overall awareness of the “Delivering as ONE ” concept

70

96

35

90

30

4

65

11

0 10 20 30 40 50 60 70 80 90 100

Stakeholder

General public

Stakeholder

General public

%

No Yes


by general public & stakeholders

2007

2008



Staff awareness of the “Delivering as ONE ” Levels of awareness have remained constant since 2007

0

6

3

100

92

95

2

2

0

0 10 20 30 40 50 60 70 80 90 100

Male

Female

Overall awareness by UNemployees

%

No Yes DKBase : All respondents n = 101



Overall sources of awareness of “Delivering as ONE” concept by UN employees

65

32

25 24

10 10 8 62 1

0

20

40

60

80

100

Staffbriefings

UmojaNewsletter

Other UN inform'nsource

UNTanzania

Website

Pressarticle/

advert

Word of mouth (colleague,

friend)

Printedpublication/ Newsletter

Can't recall TV Radio

Overall %

%

Base : [YES] Those who’ve heard of DaO n = 96



Ratings of concept - Stakeholders vs. General public Rating: 1 = Strongly disagree 5 = Strongly agree

4.17

3.87

3.56

3.053.15

3.03

2.64

2.01

3.98 3.93

3.1 3.09

2.73 2.76 2.8

1.83

1

2

3

4

5

I like the idea a lot The DELIVERING ASONE concept is meant

for people like me

The concept will helpthe UN achieve the

goals it was set up for

The concept matchesmy understanding of

the UN

The concept is easy tounderstand

The DELIVERING ASONE concept is

believable

This idea is the sameas those in otherdevelopment and

humanitarianorganizations

The concept doesNOT appeal to me

Stakeholders General public

Base : All respondents n = 310 Stakeholders 110 General public 200

MIDPOINT

Overall the responses are in the positive, i.e., above 3. However, usually a clear green light for a concept requires positive scores of 4 and above.



Overall mean ratings of “Delivering as One” scale: 1 = Strongly disagree 5 = Strongly agree

3.97 3.97

3.62 3.6

3.36 3.34

2.94

1.96

3.543.72

3.47 3.45

3.18 3.14

2.87

2.45

1

2

3

4

5

Will help the UNachieve its goals

I like the idea a lot Matches myunderstanding of

the UN

Concept isbelievable

Easy tounderstand

Is meant forpeople like me

Same as those inother dev. orgs.

The concept doesNOT appeal to

me

2008 2007

MIDPOINT

Top box %

Base : All respondents UN employees 2008 = 101, 2007 = 40



44

35

27

17

16

8

0 10 20 30 40 50 60 70

Bureacracy and Politics

Others

Technology challenges

Failed UN projects

The public at large

Poverty and Unemployment

%

Overall: barriers to achieving DaO UN - stakeholders

Base : Stakeholders n = 110



65

24

23

17

15

12

11

10

0 10 20 30 40 50 60 70

Humanitarian Aid

Peace & Security

Promotion of democracy andpeace

Uplifting living standards

Donations

Administration

Others

Eduaction

%

Overall: anything else the UN does well - stakeholders




32

18

17

16

15

10

0 10 20 30 40 50 60 70

Reduce beauracracy

Improve on communication

Evaluate stand in world affairs

Better project terms

Increase Transperancy &Accountability

Increase UN awareness

%

Overall: ways which the UN would improve what it does - stakeholders




89

11

0

80

5

15

0

20

40

60

80

100

Easier to deal with The same as usual More difficult to deal with

Government Donor/Devpt. partners

Overall ratings by stakeholders – their experience or what they have heard about dealing with the UN

Base : Stakeholders who have heard or dealt with the UN = 38 Government 18 Donor/Dev partners 20

%


What is the way forward

Results disseminated• Above all: we have to use the results•Different JPs, projects, etc, can further analyse the

results and make use. e.g IAGG found the results on awareness of gender amongst UN staff to be very useful to their strategy development.• Shift from concept testing, knowledge of awareness of

DaO concept to Research as a tool to support the DaO process. E.g. identification of staff competency needs for DaO etc.• Thank UNCMT for supporting the Research initiative

(lessons from private sector and NGOs in investing in R&D)


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