Rural adolescent girls are an untapped market for mobile operators in countries like Bangladesh. However, creating a mobile service for them is challenging, as they are often a market segment that is difficult to reach due to existing social norms, and because there is limited existing data on this market segment. This case study looks at how Robi Axiata conducted in-depth consumer insights research with rural adolescent girls and other stakeholders in order to create a mobile education service aimed at employment for young rural Bangladeshi girls, in partnership with BRAC Bangladesh.
