Why this matters
Many products in Ghana are used in busy, noisy, sunny places on shared or basic phones. You will only understand that by going there. Employers building for African markets value designers who can plan and run research respectfully in markets, communities, clinics and schools. Some adverts ask for experience of field research, and for languages spoken by the users.
Plan before you go
A small study can be planned on one page:
- Goal. What decision will this research help with? For example: "Should our savings feature use USSD or a smartphone app?"
- Questions. Three to five things you need to learn.
- People. Who you need to meet. Include people who struggle, not only confident smartphone users.
- Place and time. Go where people already are, at a time that does not cost them sales. A market trader is busiest in the morning rush.
- Language. Decide who will speak Dagbani, Gurene, Dagaare, Mampruli or Twi if needed, and how you will translate notes.
Finding the right people
Ask through people you trust: a market queen, an assembly member, a pastor or imam, a teacher, a cooperative leader. Explain the purpose honestly. Offer something fair for people's time, such as a small airtime top up or a drink, and agree it with your team in advance.