TMCD Haate Haat, short video app targets marginalized group
Our researchers have been working on the Inclusive Digital Model (IDMODEL) project which seeks to understand, develop and empirically test digital technology-based business models which can facilitate economic activities for excluded or vulnerable demographic groups in developing countries. The Oxford Department of International Development (ODID) recently published an article on the Haate Haat app, a short video app which is developed as part of the IDMODEL project.
The app was developed as part of the Inclusive Digital Model (IDMODEL) project led by Professor Xiaolan Fu of the Technology and Management Centre for Development (TMCD) at ODID and Professor Pervez Ghauri of the Department of Strategy and International Business at the University of Birmingham. The project is supported by the Economic and Social Research Council (ESRC) through its Global Challenges Research Fund (GCRF).
In April-May 2020, the researchers trained 822 people in the treatment group to download and use Haate Haat; most made us of the app to promote and sell handicrafts, clothing, food and agricultural products.
You can read the article here.