Our peer-to-peer methodology co-created with Firmenich and the Naandi Foundati Community Voices

Make important happen? Yes, but how?

At Archipel&Co. we believe in the triptych “understand, undertake, make heard”. 

And to understand properly, we need unbiased access to the behaviors and aspirations of our target audiences.
To achieve this, we had to rethink the way we gather insights from populations, especially the most vulnerable.

With DSM-firmenich and Naandi Foundation, we co-created the Community Voices methodology. This unique approach relies on local interviewers, recruited from within the target communities, then trained by us to capture authentic insights.

A peer-to-peer approach that creates triple value:
- More reliable data
- Economic opportunities and skills enhancement for interviewers
- Spin-offs for the community, to whom we share the results at the end of the studies in an empouvoirement logic.
Used for 10 years on four continents, this approach has already enabled us to better understand the uses, attitudes and preferences of tens of thousands of respondents on various subjects: nutrition, water, hygiene, digital, mobility, etc. 
Finally, the Community Voice approach, as highlighted in the recent academic article published on ScienceDirect, is in keeping with the spirit of TCR (Transformative Consumer Research) commitments, which aim to orient consumer research towards the common good and social justice. 

To find out more, we invite you to watch the video reporthere.