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Inbound engagement: remote training

IND -20 -1415

    Basic Information

  • Experiment rationale and/or abstract
    PxD operates a free agriculture information service delivered over mobile phones, in collaboration with a State Government Department of Agriculture in India using a two-way IVR platform with "outbound" push calls and "inbound" hotline service.

    This experiment builds on previous rounds of A/B tests that seek to increase engagement with the inbound service. In this experiment, we extend phone-based remote training to a subset of farmers who received reminder and instructional messages about using the inbound hotline. We explore the impact of training on driving engagement, and in particular on asking a valid question, when compared with a pure control group or a group which only received reminders.
  • Status
  • Start date
    Q4 Oct 2020
  • End date
    Q1 Jan 2021
  • Experiment Location
  • Partner Organization
  • Agricultural season
    Kharif, Rabi
  • Research Design

  • Experiment type
    A/B test
  • Sample frame / target population
    Farmers on the service
  • Sample size
  • Outcome type
    Content access, System engagement
  • Method of Measurement
    Platform administrative data
  • Research question(s)/hypotheses
    Is a combined treatment of reminder messages and remote training effective in increasing the number of farmers that ask a valid question? What type of user is the training most effective for?
  • Research theme
    IVR, Expand user base, Training sessions
  • Results

  • Results
    We find that offering remote training to farmers in addition to reminders increases the likelihood of calling in by 1.3 percentage points. This is a 53 percent increase over the control group mean likelihood, which is 2.5 percent. We also find that 2.2 percent of this group ask a valid question compared with 0.1 percent in the control group. However the absolute numbers here are still low and hence we weren't able to assess the statistical significance.

    In terms of heterogeneity, we also found that the training was more impactful for certain groups, including:
    • Farmers who are active on the outbound service: Those who have an above median outbound listening rate in the 6 months before the original experiment call in at a higher rate (3% of farmers asked a question, as compared to 1.6% of the farmers who had a below median listening rate).

    • Smartphone users: A larger proportion of smartphone users in the Training group called in as compared with non-smartphone users (3% versus 1.8%).