WHAT'S THE VIBE? UNDERSTANDING THE DIGITAL HEALTH SCENARIO FOR YOUTH IN INDIA
TRANSFORM HEALTH
In collaboration with the Transform Health India Coalition, Kaboom conducted the research on the ‘Digital Health Scenario for Youth in India’ to explore digital health behaviours among young Indians (ages 18-35), with a focus on women and marginalised communities. The research examines prevailing norms and perceptions around digital health and data governance, highlighting the urgent need for stakeholder collaboration to address challenges and shape informed, inclusive approaches as digital health becomes an integral part of India’s future.
Created a research report, campaign and mobilisation strategy, and creative routes for digital health & health data governance amongst youth in India
THE CHALLENGE
In order to design a successful public-facing campaign Kaboom undertook this research to understand the prevalent norms and perceptions around digital health and data governance for the youth in India (18-35 yrs), with an emphasis on women and marginalised communities.
THE SOLUTION
The formative research utilised a mix-method participatory approach combining primary and secondary research to collect qualitative and quantitative data, in order to explore how women and youth in India engage with digital health systems and identify key gaps in access, awareness, and trust. The research utilised purposive sampling based on the mandate for youth and gender-focus, while attempting to place emphasis on their subjective experiences. This was a formative research effort aimed at understanding how to build a campaign. The research did not attempt to generalise the findings for a broader population but identified actionable steps/ insights for an iterative communication campaign development.
Using 14 key informant interviews, 548 surveys, and focus group discussions, we uncovered critical insights that informed a multi-pronged approach to ensure young people—especially women and marginalised communities—have greater awareness, control, and trust in their digital health data.
