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Agro360 Bangla-Dialect A/B test

BAN -19 -1545

Last modified on September 16th, 2021 at 11:14 am

Basic Information

Experiment rationale and/or abstract
As part of the Agriculture 360 (Agro360) program, mPower sends text messages with crop management recommendations and weather alerts to farmers to improve the efficiency of their crops’ cultivation and promote practices that mitigate the impact of climate change on their crops.

The objective of this experiment was to understand farmers’ engagement with the service when the voice messages are delivered in their local dialect, compared to the traditional Bangla messages that have been sent to farmers during the previous seasons.
Status
Completed
Start date
Q1 Jan 2019
Experiment Location
Bangladesh
Partner Organization
mPower
Agricultural season
Rabi

Experiment type
A/B test
Sample frame / target population
Mungbean and watermelon farmers
Sample size
4,518
Outcome type
System engagement
Method of Measurement
Platform administrative data
Research question(s)/hypotheses
Sending voice messages in local dialects would increase farmer's engagement with the service.

Results
Receiving a voice message in the local dialect led to a 3.8 percentage point increase in listening rate (Control mean: 73.2%). Receiving a voice message in the local dialect led to a 7.0 percentage point increase in the likelihood of listening to the full voice message (Control mean: 48.5%).

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