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User-Centered Design Approach 1 October 2016

OCTOBER 2016

APPLYING A USER-CENTERED DESIGN APPROACH TO THE REINVENTED TOILET DEVELOPMENT PROCESS Sample Interview Guides The Sanitation Technology Platform Please Note: This report is a good faith effort by RTI International to accurately represent information available via secondary and primary sources at the time of the information capture. The report is confidential and proprietary and only for internal uses and not for publication or public disclosure.

CONTENTS

User-Centered Design Approach i October 2016

1. OVERVIEW: THE USER-CENTERED DESIGN APPROACH ................................................................1

2. STAKEHOLDER PERSPECTIVE SURVEYS .......................................................................................4

3. USER EXPERIENCE RESEARCH .....................................................................................................8

4. VALUE DRIVERS AND CUSTOMER SEGMENTATION ................................................................... 13

APPENDIX 1. DOS AND DON’TS GUIDE........................................................................................... 19

APPENDIX 2. STAKEHOLDER INTERVIEW GUIDE ............................................................................. 20

APPENDIX 3. CUSTOMER SEGMENTATION INTERVIEW GUIDE ........................................................ 80

FIGURES

FIGURE 1. EXAMPLE STAKEHOLDER MAP ............................................................................................... 5 FIGURE 2. STAKEHOLDER MAPS FOR SCENARIO 1 (LEFT), 2 (MIDDLE), AND 3 (RIGHT) ......................... 7 FIGURE 3. SCENARIOS AND ACCOMPANYING INTERVIEW GUIDES ........................................................ 7 FIGURE 4. SEGMENTATION VARIABLES ................................................................................................ 16 FIGURE 5. AN EXAMPLE SEGMENTATION FRAMEWORK ...................................................................... 18

1. OVERVIEW: THE USER-CENTERED DESIGN APPROACH


1. OVERVIEW: THE USER-CENTERED DESIGN APPROACH

The Sanitation Technology Platform (STeP) helps transformative technologies reach 2.5 billion people worldwide who do not have access to safe, affordable sanitation by offering a new model of collaborative innovation. STeP supports the Bill and Melinda Gates Foundation’s commercial partners (CPs) and technology partners (TPs), and global experts and organizations support STeP to remove risk and streamline the path to market. In support of this mission, STeP delivers six service areas designed to address all facets of technology testing and commercialization: (1) field testing, (2) logistics and management, (3) rules and regulations, (4) user insights, (5) market intelligence, and (6) technology transfer. Through developing and codifying processes that can be shared across transformative technology innovators and partners, STeP helps de-risk technology development and commercialization.

One approach that STeP believes will increase the success rate of sanitation technology deployment is implementing user-centered design (UCD) throughout the technology development and commercialization process. Successfully transitioning transformative sanitation technologies from lab to market is predicated on technology development that incorporates and harnesses the human-technology relationship. The principles and practices of UCD seek to minimize the number of iterations necessary and quickly identify scalable, sustainable solutions that meet the needs of the local context, ensuring higher probability of successful market entry; initial adoption; sustained usage; and long-term, positive impact from technological innovation.

UCD for the reinvented toilet (RT) can be broadly defined as understanding the context in which the user and stakeholders operate, and therefore the context in which the technology will need to perform. In addition, UCD covers activities centered on understanding stakeholders’ perceptions, behaviors, and attitudes toward new technologies across stakeholders. For the RT, it is important to consider a broad set of stakeholders in UCD research, including, but not limited to, users, operators and maintenance personnel, and implementation partners (e.g., commercial partners and government implementers). The insights gained play an important role in understanding the perceived costs and benefits in relation to the technology throughout the development and market entry process. In particular, by incorporating these insights into technology research and development (R&D) and market selection and entry, innovators can avoid barriers to adoption incurred by technologies that do not reflect prevailing preferences, beliefs, and behaviors of certain markets. As technologies mature and improve in market readiness and, in turn markets evolve, developers will need to continue striving to understand the human-technology relationship.

STeP, CPs, and TPs are working together to deploy UCD throughout the technology development process. Depending on the stage of market readiness and technology maturity, this may involve


different stakeholders, types of questions, and methods. This guide is designed to help CPs and TPs identify the appropriate approaches for capturing important user insights at each stage of technology development. This guide focuses solely on describing three points in the technology commercialization process where UCD could provide valuable insight, providing a framework for how to execute UCD for the specified objectives, and sharing sample interview guides that have been used for this purpose. A part of a broader series that will support CPs and TPs step-by-step through practical approaches for applying UCD throughout the development and commercialization of RT technologies, this guide reflects and supports key elements of commercialization.

THE UCD PROCESS

UCD is a practice area that utilizes an array of research approaches to capture different aspects of human insights. Method and research tool selection is based on specific objectives to be achieved. In some cases, questions may target broad perceptions of benefits or a technology’s value to a user or community (e.g., value proposition study). In other cases, research may be aimed at collecting specific user feedback related to a specific behavior or technology interaction.

To capture these insights, UCD may involve a range of qualitative and quantitative methods, including conducting research, surveys, and questionnaires throughout field testing or technology deployment.

In general, all user-centered research follows a similar approach, beginning with clarifying the objective that aligns with the current stage of technology development and testing activity. For example, an objective may be to:

• understand stakeholder perspectives as they relate to liquid waste management, • map the current user experience around toilet usage and maintenance, and • identify key value drivers within a customer segment.

Second, assembling a list of high-level questions, called research questions, that represent aspects of your objective that will help you achieve your overall research objective.

For instance, for user-focused research during field testing, central research questions might include the following:

• How do users perceive and value the technology? How does this differ from existing sanitation/waste management experiences?

• In what ways can the system be adapted to increase user satisfaction/promote adoption of the technology?


• In what ways can marketing and business model development increase adoption of the

technology?

Third, depending on your objective and research questions, different methods will be appropriate to meet that objective. Matching the right research tool to the questions that need answering is critical.

Fourth, developing and designing data collection instruments will prepare you for field research.

Fifth, assembling a team to properly collect data and inform your research questions, preferably a local team with regional, segment, and contextual knowledge and experience will be important.

STeP is developing a comprehensive guide for applying UCD in the RT development process; however, this document serves as an intermediate resource that offers examples of interview guides for different objective types, including

• stakeholder perspectives surveys, • user experience research, and • value proposition and customer segmentation research.

2. STAKEHOLDER PERSPECTIVE SURVEYS


2. STAKEHOLDER PERSPECTIVE SURVEYS

This section provides an introduction to the motivation, methodology, and best practices behind conducting a stakeholder perspective survey (SPS). This protocol will answer the following questions:

• What is an SPS? • Why should I conduct an SPS? • When should I use an SPS? • What are the guidelines or best practices for conducting an SPS?

In addition, Appendix 2 of this document contains examples from an SPS conducted in Coimbatore, India for an RT pilot system.

For TPs interested in understanding more about the context in which their systems may operate, this section will serve as a reference when matching your solution to the market. Remember, UCD is not a step along the way, but a fundamental design philosophy that will enhance your likelihood of success in developing a solution that not only works, but also works for the user.

WHAT IS AN SPS?

An SPS is a qualitative research survey designed to inform technology developers about the knowledge, attitudes, and practices of key stakeholders along the sanitation value chain. Unlike end-user studies, which only focus on the individuals who will use the RT, an SPS extends beyond the end users to include all stakeholders.

In the context of the RT, a stakeholder is anyone who can impact or is impacted by a fecal sludge management technology. For the RT, stakeholders include those who are impacted by the new treatment system (e.g., home owners, janitors, tenants, and wastewater treatment managers) or those who make decisions that will impact technology adoption (e.g., building designers, contractors, housing associations, and government policy makers).

A useful tool in identifying stakeholders is the stakeholder map, which attempts to identify all stakeholders for a given system and uses arrows to show direction of influence (see Figure 1). Creating a stakeholder map prior to conducting the survey is a good way to ensure that your survey contains representation from all stakeholders. Recognize, however, that interviews during the survey may inform and change your understanding of what the stakeholder map looks like.


Figure 1. Example Stakeholder Map

WHY CONDUCT AN SPS?

An SPS provides local insights into factors that influence technology adoption, including technical design, financing considerations, deployment process factors, and user perceptions. These stakeholder perspectives can not only inform solution design, but can also prevent costly mistakes later on. An SPS informs not only what solution might work, but where and why it might work.

WHEN SHOULD I CONDUCT AN SPS?

An SPS should be conducted prior to field trials, preferably early in the technology development process. To conduct an SPS, a specific context or use-case scenario must first be selected prior to the SPS. The use case should define a geographic location and specific, targeted point of use for the RT, be that urban vs. rural, a type of physical structure, or a socioeconomic segment based on the interest of the CP and/or TP. This specifically makes an SPS nontransferable to a different set of stakeholders. The knowledge, attitudes, and practices around sanitation in a medium-sized city in India will not be the same as those in rural East Africa. Thus, all insights from an SPS conducted in one location are not transferable to a different context. Once a specific context has been selected, an SPS should be conducted to learn about the experiences, perceptions, and behaviors of stakeholders in that use case.


HOW DO I CONDUCT AN SPS?

The foundation of an SPS is the field interview. Qualitative research is conducted on the ground with stakeholders in context. The following are some best practices for designing and implementing an SPS.

Plan—Effective qualitative research requires advanced planning and intentional survey design. It is not enough to simply arrive at a location and see who will speak with you. Maximize the effectiveness of your time on the ground by using local contacts to arrange interviews ahead of time.

Consider diversity—An effective SPS engages a wide range of stakeholders from all across the stakeholder map. When possible, try to talk to multiple interviewees in each stakeholder category.

Standardize your interview guide—To be effective and consistent across interviews, it is very important to develop and use a consistent interview guide. Interview guides improve the quality and consistency of field research and allow you to compare multiple answers to the same (or similar) questions.

Include stakeholder-specific questions—In addition to questions that are common across all interviews, it is also important to develop a set of questions specific to each stakeholder group. Some of the information you hope to obtain from an apartment owner is different than the insights you can obtain from a building contractor.

Document thoroughly—If possible (and always with permission), record interviews for later synthesis. In addition, ask if you can take pictures of relevant structures or spaces, as these pictures may provide insights or help make sense of the answers to interview questions. Capture direct quotes from interviewees, as these can convey powerful messages.

Synthesize findings—Once data collection is complete, allot adequate time for synthesizing the research. This is often one of the most challenging steps—turning interviews into insights. There are many strategies for generating insights from qualitative research, so experiment to find out which one works best for your team. However, no matter which synthesis strategy you choose, involving more than one person in the synthesis process will add diversity of thought and generally improve synthesis outcomes.


EXAMPLE: SPS IN COIMBATORE, INDIA

In 2016, STeP conducted an SPS in Coimbatore, India for an RT that would be located exterior to a multiunit, residential building and included recirculating water for flushing. Due to the volume that the system was designed to process, three use case scenarios were proposed:

1. low-/middle-income apartment buildings 2. public schools 3. public toilets

STeP conducted the SPS to learn more about the various stakeholders and their knowledge, attitudes, and perceptions about sanitation related to an exterior, water-recirculating RT. Within each use case, the set of stakeholders was slightly different. Therefore, the first step was to create three separate stakeholder maps (see Figure 2).

Figure 2. Stakeholder Maps for Scenario 1 (Left), 2 (Middle), and 3 (Right)

For each scenario, STeP created multiple interview guides and tailored them for each stakeholder group (see Figure 3). Appendix 1 contains a list of guidelines for interviewing, while Appendix 2 provides sample interview guides for several stakeholders in each scenario. You will notice that the interview questions are similar and target the same type of data, but are tailored to the individual stakeholder group. The SPS interview guides (Appendix 2) are likely not perfect for your specific context, but can be used as a starting point as you develop your own interview guides.

Figure 3. Scenarios and Accompanying Interview Guides

Scenario 1: Low-/Middle- Income Apartments

Scenario 2: Public School Scenario 3: Public Toilets

• Homeowner • Tennant • Building group • Contractor • Janitor • Septic pump truck owner • Municipal wastewater

treatment operator • Government official

• Teacher • Administrator • Male students • Female students • Government official

• User • Owner/Operator

3. USER EXPERIENCE RESEARCH


3. USER EXPERIENCE RESEARCH

This section provides an introduction to the motivation, methodology, and best practices behind conducting user experience research. This protocol will answer the following questions:

• What is user experience research? • Why should I conduct user experience research? • When should I use user experience research? • What are the guidelines or best practices for conducting user experience research?

In addition, Appendix 3 of this document contains examples from user experience research conducted in Coimbatore, India for an RT pilot system.

For CPs and TPs interested in understanding how their system works in a field testing environment, what the user experiences and perceptions are of system performance and interaction, and what variables are key consideration for follow-on development and refinement, this section serves as a reference for planning your field test. Remember, UCD is an opportunity to gain critical insights into the technology that can inform follow-on technology and product development that will impact future success.

WHAT IS USER EXPERIENCE RESEARCH?

User experience research gathers input from technology users during field testing to understand important barriers or facilitators to use. Findings from this research are used to inform the continuing design and development of technologies that face minimal barriers to initial adoption and sustained use. A user is an individual that is exposed to the RT technology during a field test. The user experience can be understood as an individual’s knowledge, perceptions, and behaviors, each of which influence an individual’s decision to use or not use a specific technology.

This research uses qualitative interview techniques and quantitative methods to track how a user’s experience changes or stays the same over time. To understand changes in the user experience over the course of a field test, users’ input is gathered at the beginning, middle, and end. The “baseline” data is collected first, prior to user exposure with the technology, which documents users’ behaviors, knowledge, and perceptions. The “midline” (i.e., one or several data collection points during the field test) and “endline” (i.e., the end of the field test) data collection activities gather data points that can then be compared against baseline findings to assess change. It is important to collect experience data throughout the field testing process in order to understand at what points in time and which specific events impacted the user experience and the positive or negative effects from the user’s perspective.


WHY CONDUCT USER EXPERIENCE RESEARCH?

User experience research helps CPs and TPs gain insight into the performance and design of early stage RT systems that can inform and influence follow-on technology and product design. User experience research can provide teams critical insights and accomplish several goals, including

a. understanding perceptions of, attitudes toward, and behaviors in relation to the system being tested to identify any key adoption barriers or facilitators;

b. monitoring individuals’ satisfaction, compliance, and safety during the field test; and c. assessing how factors important to RT systems adoption may change over time.

WHEN SHOULD I CONDUCT USER EXPERIENCE RESEARCH?

Once a system is ready to be moved out of the lab and tested and used in a field-based context, user experience research can be deployed to capture the experience of individuals who are using and exposed to the RT. Planning well ahead of deployment and testing in the field is essential for user experience research. Initial steps to get to know the context, setting, and population that the field test will be conducted in are critical to tailoring data collection instruments before user experience research begins. An SPS can aid in gaining the necessary insights in advance of user experience research.

Data collection activities begin with a baseline to document existing, pre-field-test perceptions, knowledge, and behaviors around aspects relevant to the RT system. The baseline data collection can occur after users have been informed of the system, but should not occur before it is installed and used on site. Depending on the duration of the field test, the midline and endline activities should be evenly spaced in order to monitor and evaluate the user experience over time. Given the need for systematically collecting this data, it is important to carefully plan and design your user experience research prior to beginning your field test.

HOW DO I CONDUCT USER EXPERIENCE RESEARCH?

User experience research often deploys a mixed-method approach to data collection, using both qualitative and quantitative methods; however, the analyses used can vary (e.g., using thematic analysis vs. descriptive data analysis, depending on the questions that are being asked). In general, open-ended questions give insight into more nuanced, unidentified aspects of user behavior that can inform follow-on technology and product development. However, taken over time, the quantitative tracking of responses may reveal broader variations in user experiences.


The interview guides included in Appendix 3 of this document are designed to use both qualitative and quantitative analyses.

Best practices for conducting user experience research additionally include the following:

Plan—To systematically collect data collection, make a schedule for user experience research activities that aligns with key milestones (e.g., installation and 3 months of operation) of your field test.

Know your context—Adapting instruments and data collection approaches to be relevant and appropriate for different populations and contexts requires an understanding of sociocultural factors. For example, in many cultures, pairing a female interviewer with female respondents is often important for making a respondent feel comfortable answering questions about potentially sensitive subjects, such as toilet use.

Educate—Ensure that interviewers have a very good understanding of the system being tested so they can answer questions about the system and explain it to users. During a field test, user experience interviewers are often the “first line” of contact and important information providers to users.

Encourage recall—Use memory recall devices to encourage users to remember specific events or changes during technology use. A tool that records this event, such as a special calendar or notepad, can help users remember their attitudes or behavior changes in the past.

EXAMPLE: USER EXPERIENCE RESEARCH IN COIMBATORE, INDIA

User experience research conducted in Coimbatore, India serves as the example for which the included interview guides were developed (Appendix 3). For context, the system being field tested in Coimbatore produces a renewable output of treated water and is being tested among middle-income apartment dwellers, primarily.

The interview guides included in Appendix 3 are designed to capture relevant insights to the user experience and should be adapted from this format to suit a specific system’s components, context for field testing, and areas of concern regarding user interaction. For example, elements along which adaptations could be considered include

• each system’s renewable output and qualities of that output (e.g., treated water vs. ash),

• the use case in which a system is being field tested (e.g., household vs. work), • the population among which the system is being field tested (e.g., low-income

populations residing in a slum vs. residents of a middle-income apartment complex), and


• relationships among users of the same toilet (e.g., toilet used by a single family vs.

shared facility used by a community).

Several other assumptions were made in the instruments’ design; although they can be adjusted, it is important to understand them before adapting the instruments:

• Field tests incorporate an informational meeting to give information about the system and its potential impact on users. These instruments assume that the informational meeting or some form of communication of these details have occurred prior to the baseline survey’s launch.

• Interviews are designed to be conducted with the same respondent; thus, respondent background information is only collected once during the baseline. If respondents change, background characteristics should be collected again.

Three interview guides are included (baseline, round 1, and endline). The objectives and timeframes for each are detailed below. The “interim” round surveys have not been included, as they are used as monitoring devices and simple adaptations of the baseline survey.

USER EXPERIENCE RESEARCH: BASELINE SURVEY

Timeframe: several weeks before to immediately before the system is installed, but after an informational meeting is held

Objectives:

1. Map behaviors and perceptions related to sanitation and household daily activities. 2. Understand background characteristics and previous technology adoption experience. 3. Understand existing knowledge about the waste treatment system to be installed and

existing perceptions of the system, including overall (+/-) reactions/costs and benefits.

USER EXPERIENCE RESEARCH: ROUND 1 SURVEY

Timeframe: shortly after the system is installed and operating

Objectives:

1. Understand initial reactions to and understanding of the waste treatment system. 2. Gain insight into how users understand and interpret the value of the system. 3. Understand how behaviors change due to initial system use. 4. Understand existing knowledge/perceptions about the waste treatment system,

including overall (+/-) reactions/costs and benefits.


USER EXPERIENCE RESEARCH: INTERIM ROUND SURVEYS

Timeframe: can be implemented once or repeatedly throughout the field test, as monitoring is necessary so respondents do not feel overburdened.

Objectives:

1. Monitor reactions to the waste treatment system. 2. Assess changes to how users value the system. 3. Understand which and how perceptions change during continued use of the system. 4. Evaluate changes to knowledge/perceptions about the waste treatment system,


USER EXPERIENCE RESEARCH: ENDLINE SURVEY

Timeframe: shortly before or immediately after the field test is complete and/or the system is set to shut down

Objectives:

1. Understand reactions to the waste treatment system after continued use and throughout the field test.

2. Gain insight into how users understand and interpret the value of the system over time. 3. Understand which and how perceptions change over the course of the field test. 4. Understand how knowledge and perceptions about waste treatment systems changed

over the course of the field test, including overall (+/-) reactions/costs and benefits. Please see example instruments for the baseline, round one, and endline surveys in Appendix 3.

4. VALUE DRIVERS AND CUSTOMER SEGMENTATION


4. VALUE DRIVERS AND CUSTOMER SEGMENTATION

This section provides an introduction to the motivation, methodology, and best practices behind conducting value driver research and how UCD is integrated into the approach. This protocol will answer the following questions:

• What are value drivers and customer segments? • Why should I conduct research to identify value drivers and customer segments? • When should I identify value drivers and customer segments? • What are the guidelines or best practices for conducting value driver and customer

research?

In addition, Appendices 4 and 5 of this document contain examples from value driver and customer segment research conducted in four cities across India to understand factors that must be considered for RT system adoption.

For CPs and TPs interested in understanding physical and performance characteristics that will influence the purchase and adoption of their RT systems, this section will serve as a reference for planning and considering value driver research. Gaining critical insights into what the customer and user want and need from a system early in the process can inform where follow-on technology and product development efforts should focus in order to drive future success in the market.

This document will provide you with a process and resources for answering the important question: What are the factors that will determine whether or not people will purchase and use a RT? Second, how can I effectively group customers that share similar characteristics and develop a technology tailored to each group?

WHAT ARE VALUE DRIVERS AND CUSTOMER SEGMENTS?

Each potential customer has their own set of beliefs, motivations, and physical circumstances that impact whether or not they will adopt a new technology. For example, one customer may only use a toilet that that does not smell bad. Another customer may prefer a squat plate to a western toilet. A third may reject any toilet that reuses water. Each of these factors—smell, style, and water usage—are value drivers. For an RT, a value driver is a characteristic or feature that can be added to a product that will increase its value to consumers. Value drivers are what make an option more appealing to consumers.

Every potential customer is slightly different, so it is impossible to understand (and design for) every value driver of every customer. To develop a solution that is widely adopted, we must find a large group of customers with similar value drivers and design a solution that fits their needs.


This process of grouping like customers is called customer segmentation. During customer segmentation, a target population is divided into groups on the basis of shared characteristics. Our goal is the sustained adoption of RTs, so it makes sense to segment customers according to those factors that influence adoption (i.e., value drivers).

One of the main activities in the process of customer segmentation is looking for measurable variables that correlate with value drivers so that you do not have to interview every person in order to segment them. For example, does level of education correlate with valuing a water-saving system? Does age correlate with a preference for a specific type of toilet? Do individuals on sewered or nonsewered systems find value in the treatment of fecal sludge? In each of these examples, the measurable customer trait (e.g., education level, age, and connection to the sewer) is known as a customer segmentation variable. Once these segmentation variables are identified, it is much easier to group customers, size market segments, and target field testing and technology development.

WHY SHOULD I IDENTIFY VALUE DRIVERS AND CUSTOMER SEGMENTS?

It is important to note that the successful deployment and adoption of a new, technology-based solution is a very complicated pursuit, as there are many factors that influence technology adoption. For example, an apartment tenant might only use an RT if the processing unit can be buried, or a landlord might only install an RT if there was a demonstrated offset to the electricity bill. The factors that will influence the adoption of an RT range from technical design to end-user preferences to government policies and regulations.

Successful technology adoption requires finding the right value proposition for a specific customer segment. For example, the RT solution that works best for college dormitories may be different than the technology solution that works for low-income, single-family homes.

The concept of customer segmentation is relatively straightforward—CPs and TPs must group end users on the basis of shared value drivers. However, like many simple ideas, it can be difficult to implement. How do you know what characteristics to use when segmenting your customers? Will value drivers correlate on the basis of age? Gender? Socioeconomic status? Geography? Fortunately, for CPs and TPs, the processes and best practices in this document can help.

Remember, the goal of segmentation is to group on the basis of characteristics that influence adoption (value drivers). Thus, the goal of customer segmentation is to uncover segmentation variables—those characteristics within a population that are easily measured and correlate with our value drivers.


Even if you can predict that a certain group will likely have similar value drivers, without conducting field interviews, it is impossible to know for sure what those drivers are. The core of UCD is that conversations with end users—not our assumptions about them—ultimately inform design. Thus, customer segmentation cannot be done effectively without field research.

WHEN SHOULD I IDENTIFY VALUE DRIVERS AND CUSTOMER SEGMENTS?

For TPs, understanding value drivers and customers segments early can influence where you invest your time and R&D efforts. One approach is to explore value drivers as part of the early SPS, which can shed light on the fundamental characteristics an RT needs to exhibit in order to be considered by the user and/or customer. For CPs, value drivers and customer segments inform the business models, inform the go-to-market strategy, and can be used to define market size. As such, research to define the value drivers and customer segmentation should be conducted early in the product development process so that the insights can inform both the product and the business model.

HOW DO I IDENTIFY VALUE DRIVERS?

The process of identifying value drivers and customer segmentation is as follows:

1. Define desired behavior. 2. Broadly segment the market. 3. Identify potential segmentation variables. 4. Plan and conduct qualitative field research. 5. Determine the most appropriate and executable segmentation variables. 6. Build the segmentation framework. 7. Define customer segments, and describe each segment’s value drivers.

Step 1: Define the desired behavior For the RT, the desired behavior is system adoption. Although this may seem self-evident, defining the desired behavior should always be the first step in a customer segmentation exercise. For example, the nuanced difference between “purchase” and “adoption” could result in the identification of different value drivers and priority customer segments.

Step 2: Broadly segment the market Define the scope of your customer segmentation activities. Even before conducting field interviews, your research to date will likely allow you to characterize the market in a way that narrows the scope of your investigation. During this step, system variables such as housing type,


current sanitation infrastructure, or distinctions such as public vs. private applications will help define the market segment you wish to further study.

Step 3: Brainstorm potential customer segmentation variables Once the scope has been narrowed to relevant market segments, it is time to brainstorm the possible customer segmentation variables. Remember, the customer segmentation variables are variables that could correlate with factors that will influence the RT’s adoption—value drivers. These potential segmentation variables could be based on demographic information, geographic variables, and infrastructure variables. Figure 4 shows a list of potential segmentation variables created as part of a customer segmentation study in Coimbatore, India. Notice the diversity of potential inputs. It can be very difficult to predict at the beginning which variables may be the “right” segmentation variables.

Figure 4. Segmentation Variables

Demographics Sanitation-Related House Characteristics

Other House Characteristics

Other

• Household size • Household

composition • Religion • Occupation of chief

wage earner • Gender of chief wage

earner • Socioeconomic status • Highest education

achieved in family • Population density in

community

• Type of treatment solution

• Location of treatment solution

• Toilet ownership status • Flush type • Toilet interface type • Number of toilets • Location of toilet(s) • Type of sanitation-

related home improvement made

• Cost of sanitation-related home improvement

• Location of water source • Type of water source • Hours of water

availability per day • Monthly spending on

water • Type of septage

collection service provision

• Frequency of septage collection

• Cost of septage collection

• Drainage availability • Presence of outlet in the

treatment solution • Age of toilet

• House structure—ground floor only, G+1, G+2, etc.

• Built-up area of house • Number of rooms in the

house • Load shedding

(electricity supply) per day

• Monthly spending on electricity

• Type of home improvement made

• Cost of home improvement

• Fear of eviction • Age of construction • Documentation for land

and building ownership • Open area/plot area

ratio • Plot area (size) • Open area (size) • Age of construction • Electricity metering

type • “Vaastu” compliance • Hired contractor for

home construction or improvement

• Setback area of building • Presence of garden in

plot

• Percent of households connected to sewers in the city

• Have bank account • Ever taken a loan from a

formal source • Obtained TV cable (in

the past 4 years) • Purchased fridge (in the

past 4 years) • Purchased mixer-

grinder (in the past 4 years)

• Total spend on TV cable (including upfront and monthly costs)

• Total spent on fridge • Total spent on mixer-

grinder • Has propane connection • Monthly spending on

propane • Fertilizer usage • Ash usage • Monthly spending on

fertilizer • Monthly spending on

ash • Distance of house from

the city center • Direct government

subsidies availed • Presence of city in

smart city scheme


Demographics Sanitation-Related

House Characteristics Other House

Characteristics Other

• Revenue per capita generated by municipal corporation

• Has inverter

As the field research begins, additional segmentation variables may emerge. Add and update the list as necessary during the course of field research.

Step 4: Plan and conduct qualitative field research—Understanding value drivers The field research step is the most important and time-consuming step in identifying value drivers and developing customer segments. As previously shown in Figure 4, there is a lot of information to collect from every interviewee. In addition, collecting data about the customer segmentation variables listed in Figure 4 is only half of the interviewing task. Collecting data about the correlation variables is for the purposes of finding easy-to-measure variables that can later be correlated with value drivers. The interview must also probe the potential value drivers—those factors influencing toilet adoption. Creating interview guides that accurately capture information on both correlation variables and value drivers is an essential step in the customer segmentation process. An example interview guide from the customer segmentation process in four cities in India is provided in Appendix 4.

Step 5: Determine the most appropriate and executable segmentation variables Once data collection from field research is complete, determine which variables accurately map to value drivers. There are two separate criteria to consider when selecting segmentation variables: appropriateness and executability. Appropriateness refers to the degree to which a variable correlated with a set of value or adoption drivers. Executability refers to the ease of data collection for a specific variable, either through primary or secondary research, which is essential for further understanding and sizing the segment. The goal is to find variables with high appropriateness and high executability. For example, during field research, some variables such as “fear of eviction” may not show any correlations with willingness to adopt an RT; therefore, it would be omitted. Although other variables such as “age of toilet” may correlate with a willingness to adopt an RT, they would be very challenging, if not impossible, to explore more broadly without going household-to-household to ask the question. The best variables for segmentation are those with high appropriateness and executability; during our field research in India, “drain availability” emerged as a variable that was correlated with a willingness to adopt an RT. “Drain availability” is a variable that can easily be measured through India Census data, making it highly executable as well as highly appropriate. In this example, “drain availability” is a good variable to include in segmentation.


Step 6: Build the segmentation framework Once the segmentation variables have been selected, build a segmentation framework on the basis of these variables. Build a matrix with variables along the x-axis and y-axis to create internally homogenous sets and externally heterogeneous sets of users. Each resultant box in the matrix becomes a unique segment. Figure 5 shows an example of how appropriate and executable variables can be used to develop nine unique segments.

Figure 5. An Example Segmentation Framework

Age of construction New construction (< 1 year) Existing construction (> 1 year) Toilet ownership No toilet Toilet Drain availability No drain Drain No drain Drain Age of construction Recent

(< 10 years) Old

(> 10 years)

Occupation of highest wage earner

Highest education achieved in family

Skilled labor and small business owners

1 3 4

5

6 8

Salaried Some college education No college education

2 7 9

Unskilled labor

Step 7: Define value drivers for customer segments Detail and definition can be developed for each segment, outlining key value drivers and barriers to RT adoption within each group. Using this information, TPs better understand what each user segment values in a system and refines technology development based on that input. For CPs, the work can help identify which segments to target with an RT product that brings a set of particular features and functions. Once the segments are identified, additional research can be undertaken to quantify the size of the segment, as well as develop a value proposition and potential go-to-market strategy to address the segment.

APPENDIX 1. DOS AND DON’TS GUIDE


APPENDIX 1. DOS AND DON’TS GUIDE

INTERACTION WITH RESPONDENTS

• A maximum of three researchers/clients/moderators should attend an activity. Having more than three individuals present can adversely impact respondent behavior.

• All participants should try not to talk to the respondent at once. Having one point of interaction can make for a more focused interaction that does not overwhelm the respondent.

• Know and be respectful of culture and rituals. For example, in India, it may be expected that you remove your shoes at the threshold of the home.

• Develop rapport with your subjects, and treat them with exceptional respect. • Do not sensitize respondents on what they are doing so that they do not adjust

behaviors—observe, take notes, and follow up later with consumer questioning. • Dress in culturally appropriate attire. Try to dress as close to the style of your respondents

as possible. • Do not carry expensive gadgets or wear expensive accessories. • Avoid side conversations in other languages in front of the respondents. • Be a patient listener. • If you are offered anything to drink/eat, it is best to accept the gift, as it builds trust. • Emulate the respondents’ behaviors. If they are sitting on the floor, then you, too, should

sit on the floor. • Treat your respondents with the utmost respect. They are the experts from which you

wish to gain insight.

PREPARING FOR RESEARCH

• Develop and use interview guides. Following the guide will help balance the fields of inquiry for all the stakeholders in the study.

• Take notes during the interviews. • Take time after each interview and at the end of each day to note insights, hypotheses,

and surprises.

APPENDIX 2. SPS INTERVIEW GUIDE


APPENDIX 2. STAKEHOLDER INTERVIEW GUIDE

SCENARIO 1. RESIDENTIAL APARTMENTS

APARTMENT OWNER INTERVIEW GUIDE

Introduction (5 minutes) Objective: Introduce yourself, explain the format of the interview, and begin building rapport.

• Hello ________.

• My name is ________. I work for [Organization Name] that does [description].

• Thank you for taking the time to chat with me and my team.

• My colleagues and I are working on [describe purpose of the research]. As we explore the best opportunity for this product, we are interested in learning more about you and your experience [what experience do they bring that you hope to learn from?].

• We would like to speak with you for one hour. Does that work for you? Great!

• We’ll start off with questions about you and your experience [describe experience you are hoping to learn from]. From there, we’d like to hear more about the role access to sanitation plays in your life, and, finally, your perceptions about sanitation, water, and the future of India.

• Any questions before we get started?

Decision Process (20 minutes) Objective: Gain an understanding of this individual and where they fit in the decision value chain.

• Please tell me about yourself.

o What do you do for a living?

o Do you live in the building or rent your unit?

o How long have you lived in/rented this building?

o Who lives in your unit?

• Please tell me about how and why you decided to buy your apartment unit.

o What features did you consider when you purchased your home? What was most important to you?


o Did you think about what would best help you rent the unit? What were those

factors?

o Who did you talk to when you were considering buying the unit? Family? Friends?

o Did you get to influence any of the building decisions, like the types of appliances it had?

o Did you care if it had a cistern or a squat plate toilet? Why or why not?

• I would like to hear more about who is responsible for various services at your apartment building.

o Is there a homeowners association or a cooperative? If so, what’s their responsibility? How are decisions made?

o Who pays for water? How? How much?

o Do you worry about how much your water will cost?

o Do you know what type of sewage removal/treatment system your building has?

o Who pays for wastewater removal? How? How much?

o Do you have a maintenance person? If yes, what are their responsibilities?

Sanitation and the home (20 minutes) Objective: Gain an understanding of current sanitation practices and perceptions.

• What type of toilet do you have?

o Do you ever have problems with it?

o What do you like about it? What don’t you like about it?

o If living in the unit, what do you flush/pour down the toilet?

• Where does your wastewater go? How does it get treated?

• Tell me about your access to water.

o Where does your water come from?

o When do you have access to water?

• Would you pay for a system that completely sterilized all the wastewater that goes into your toilet and allowed you reuse the water for irrigation? Why or why not?


Perceptions (10 minutes) Objective: Gain an understanding of what’s important to them and what they value.

• What makes you trust new technology? A government seal of approval/certification? Brand? A neighbor’s positive experience?

• What do you think about the impact your wastewater has on others?

• Do you actively think about how much water you use? Why or why not?

• What are you proudest of? Why?

• What is your greatest hope for India? What are you doing to support that?

• What does water mean for you and your life?

Game (10 minutes) • What words come to mind when you see each of these brands? [Show four cards with

brands on them.]


APARTMENT TENANT INTERVIEW GUIDE


• Hello ________.

• My name is ________. I work for [Organization Name] that does [description].

• Thank you for taking the time to chat with me and my team.

• My colleagues and I are working on [describe purpose of the research]. As we explore the best opportunity for this product, we are interested in learning more about you and your experience [what experience do they bring that you hope to learn from?].




Decision process (20 minutes) Objective: Gain an understanding of this individual and where they fit in the decision value chain.

• Please tell me about yourself.

o What do you do for a living?

o How long have you rented this unit?

o Who lives in your unit?

• Please tell me about how and why you decided to rent your apartment unit.

o What features did you consider when you chose your unit? What was most important to you?

o Who did you talk to when you were considering renting the unit? Family? Friends?

o Did you get to influence any of the unit decisions, like the types of appliances it had?

o Did you care if it had a cistern or a squat plate toilet? Why or why not?


• I would like to hear more about who is responsible for various services at your apartment building.

o Who pays for water? How? How much?

o Do you worry about how much your water will cost?

o Do you know what type of sewage removal/treatment system your building has?

o Who pays for wastewater removal? How? How much?

o Do you have a maintenance person? If yes, what are their responsibilities?


• What type of toilet do you have?

o Do you ever have problems with it?

o What do you like about it? What don’t you like about it?

o If living in the unit, what do you flush/pour down the toilet?

• Where does your wastewater go? How does it get treated?

• Tell me about your access to water.

o Where does your water come from?

o When do you have access to water?

o Where do you get drinking water?

• Would you pay a bit more to rent a unit that had a system that completely sterilized all the wastewater that goes into your toilet and allowed you reuse the water for irrigation? Why or why not?



• What do you think about the impact your wastewater has on others?

• Do you actively think about how much water you use? Why or why not?

• What are you proudest of? Why?

• What is your greatest hope for India? What are you doing to support that?


• What does water mean to you and your life?


brands on them.]


BUILDING GROUP INTERVIEW GUIDE


• Hello ________. • My name is ________. I work for [Organization Name] that does [description]. • Thank you for taking the time to chat with me and my team. • My colleagues and I are working on [describe purpose of the research]. As we explore the

best opportunity for this product, we are interested in learning more about you and your experience [what experience to they bring that you hope to learn from?].





• Please tell me about yourself and your company. o What is your role? How long have you been at this job? o What types of buildings does your company build? o About how many buildings per year would your company build? o In what cities/states does your company build apartment buildings?

• Please tell me about the building process. o Can you draw me a picture of the process? o Who buys the land? o How is the construction financed? o Who decides where to build? How many units to build? o Who designs the building? Where do you find them? o Who finds the contractors? Where do you find the contractors? o Do you ever hire specialty contractors (i.e., people who specialize in installing a

specific piece of equipment)? If yes, for what? o Do you warranty your buildings? The infrastructure in the building?

• Please tell me about the process of choosing a sanitation option.


o How do you make decisions about what type of wastewater treatment system a

building will get? Who influences that decision? o Who decides what types of toilets the building will have? o Who approves new technologies and/or inspects the installation of the

equipment? • I would like to better understand what motivates builders.

o What aspects of the building do you have the most control over? Which are most important to you?

o What most influences your profitability? o What government fees do you have to pay? Who handles paying those? o What are the most common financing options for a new building? o What is the lowest cost way to meet the government requirements for

wastewater treatment? o Do you think about potential long-term savings for the owner/tenant, or only the

initial capital cost to you?

Sanitation and construction (30 minutes) Objective: Gain an understanding of current sanitation practices and perceptions.

• Describe the purchase impact. o Would a high-end wastewater treatment system influence the sales or sales price

of your building units? o How important is it to have a reputation as an environmental leader? Does it

impact your sales? • Describe regulations and policies.

o Who tests the wastewater coming off your building? Who is responsible for it? o How are current regulations around wastewater treatment enforced? o Where does your wastewater go? How does it get treated? o How are regulations regarding sanitation and wastewater treatment changing? o How do you find out about changes to regulations and policies? o How do you find out about new wastewater treatment technologies?

• Describe our system using a diagram. o What do you think of this system? What do you like? What don’t you like? o Have you seen any other solutions like it? Can you describe them? What brand? o Do you see any value in a system like this? What? For whom? o What would you expect a system like this to cost? What would you pay? o Would installing a system like this have any impact on your ability to acquire land

or get permits for a building? How?



• What are the latest trends in bathrooms? • What makes you trust new technology? A government seal of approval/certification?

Brand? A colleague’s positive experience? • What do you think about the impact your buildings have on others? • What are you proudest of? Why? • What is your greatest hope for India? What are you doing to support that?


brands on them.]


BUILDING CONTRACTOR INTERVIEW GUIDE



best opportunity for this product, we are interested in learning more about you and your experience [what experience do they bring that you hope to learn from?].





• Please tell me about yourself and your company. o What is your role? How long have you been at this job? o What types of buildings does your company construct? o About how many buildings per year would your company construct? o In what cities/states does your company construct apartment buildings?

• Please tell me about the building process. o Can you draw me a picture of the process? o Who buys the land? o How is the construction financed? o Who decides where to build? How many units to build? o Who designs the building? o How do building groups find your construction company? o How are you and the other contractors trained? o Do you ever hire specialty subcontractors (i.e., people who specialize in installing

a specific piece of equipment)? If yes, for what?


o Are you held accountable for the long-term performance of the building? Do you warranty your construction? The infrastructure in the building?

o Who makes the most money off the construction of a new apartment complex? • Please tell me about the process of choosing a sanitation option.

o Who makes the decisions about what type of wastewater treatment system a building will get? How do they make the decision? Who influences that decision?

o Who decides what types of toilets the building will have? o Who approves new technologies and/or inspects the installation of the

equipment? • I would like to better understand what motivates contractors.

o What aspects of the building do you have the most control over? Which are most important to you?

o What most influences your profitability? o What is the lowest cost way to meet the government requirements for

wastewater treatment? o Do you think about potential long-term savings for the owner/tenant, or only the

initial capital cost to you? o Do you do remodels or retrofits? How frequently?

Sanitation and construction (30 minutes) Objective: Gain an understanding of current sanitation practices and perceptions.

• Describe the purchase impact. o Would a high-end wastewater treatment system influence the sales or sales price

of the building units? o How important is it to have a reputation as an environmental leader? Does it

impact the number of requests you get from a builder group? o What do building groups care about most when they are looking for a contractor?

• Describe the regulations and policies. o Who tests the wastewater coming off your building? Who is responsible for it? o How are current regulations around wastewater treatment enforced? o Where does your wastewater go? How does it get treated? o How are regulations regarding sanitation and wastewater treatment changing? o How do you find out about changes to regulations and policies? o How do you find out about new wastewater treatment technologies?

• Describe our system using a diagram. o What do you think of this system? What do you like? What don’t you like? o Have you seen any other solutions like it? Can you describe them? What brand?


o Do you see any value in a system like this? What? For whom? o What would you expect a system like this to cost? What would you pay? o Would installing a system like this have any impact on your ability to acquire land

or get permits for a building? How?


• What are the latest trends in bathrooms? • What makes you trust new technology? A government seal of approval/certification?

Brand? A colleague’s positive experience? • What do you think about the impact your buildings have on others? • What are you proudest of? Why? • What is your greatest hope for India? What are you doing to support that?


brands on them.]


JANITOR OR MAINTENANCE PERSON INTERVIEW GUIDE








• Please tell me about yourself. o How long have you been responsible for maintenance on this building? o Have you worked at other buildings? o Have you received any training? If yes, what kind? o What are your responsibilities? o Who do you work for? (Who pays your salary?)

• Please tell me about how maintenance decisions get made at your building. o What type of wastewater treatment does the building have? o Does the system ever have any problems? What kind? How often? What do you

do when that occurs? o Do you check for breaks for leaks in the lines or septic tank? o If septic,

Who schedules septic/pit maintenance? Who pays for it? How hard is it to maintain? Where is the system? Can you show it to me?



• What type of toilets are in the building? o Do you ever have to perform maintenance on them? If so, what kind? o What do you like about it? What don’t you like about it? o What all do you flush/pour down the toilet?

• Tell me about your access to water. o Where does your water come from? o When do you have access to water? o Where do you get drinking water?

• Do you water the grounds? Where does the water come from?


• What do you feel are your strongest skills? • Do you actively think about how much water you use? Why or why not? • What are you proudest of? Why? • What is your greatest hope for India? What are you doing to support that?


SEPTIC PUMP TRUCK OWNER INTERVIEW GUIDE








• Please tell me about yourself and your business. o How long have you owned this business? o How did you get into the business? What kind of training do you have? o Do you buy or rent your trucks? o How many trucks do you have? o How many people do you employ?

• I would like to understand your business better. o How do you find customers? Do they call you, or do you advertise? o How many customers do you service in a day? What is the cost to have a septic

tank pumped? o Who fixes the pumps when they break? Who fixes the truck when it needs repair? o What factors most impact your profitability? o Are you as busy as you want to be?


Sanitation and the truck (20 minutes) Objective: Gain an understanding current sanitation practices and perceptions.

• Tell me about your customers. o Do people call you as frequently as they need to? Why or why not? o What triggers their need to call you? o Who usually calls you? The home owner? The apartment maintenance person?

• Describe the process of emptying the truck. o What do you do when the truck is full? Can you show me? Where does the

collected waste go? o Do you have to pay to empty the truck? How much? o Do you ever do anything different than that? Why? o Are there any regulations you have to follow? What are they? o How do you know you are adhering to the regulations?


• What do you feel are your strongest skills? • Do you actively think about how much water you use? Why or why not? • What are you proudest of? Why? • What is your greatest hope for India? What are you doing to support that? • Is sustainability important to your business?


MUNICIPAL WASTEWATER TREATMENT OPERATOR INTERVIEW GUIDE








• Please tell me about yourself and your company. o What is your role? How long have you been at this job? o How long has your company been running this facility? o What other business does your firm do? o What most impacts your profitability? o Does seasonality impact your business?

• Please tell me about municipal waste treatment in Coimbatore. o Are there financial subsidies or assistance for wastewater treatment? o What is your treatment capacity? Are you at capacity? o What government agency pays you (if this is a privately operated facility)? o Who decides which houses or apartments will get access to the municipal line

next? How is it decided? o Where does your clean water go once it’s treated? o Does anything prevent you from achieving 100% sterilization/treatment?


Sanitation and Coimbatore (30 minutes) Objective: Gain an understanding current sanitation practices and perceptions.

• Describe decentralization. o What do you think of decentralized wastewater treatment? o Do you think decentralized wastewater treatment would impact your business?

• Describe regulations and policies. o Who tests the wastewater coming out of your facility? How? Who is responsible

for it? o How are current regulations around wastewater treatment enforced? o How are regulations regarding sanitation and wastewater treatment changing? o Are there any incentives to reduce water usage?

• Describe our system using a diagram. o What do you think of this system? What do you like? What don’t you like? o Have you seen any other solutions like it? Can you describe them? What brand? o Do you see any value in a system like this? What? For whom? o What would you expect a system like this to cost?


• What makes you trust new technology? A government seal of approval/certification? Brand? A colleague’s positive experience?

• What do you think about the impact your job and this wastewater treatment plant have on the community?

• What are you proudest of? Why? • What is your greatest hope for India? What are you doing to support that?


GOVERNMENT OFFICIAL INTERVIEW GUIDE








• Please tell me about yourself and the agency you work for. o What is your role? How long have you been at this job? o What did you do before this role? o What is your educational background? o What are the responsibilities of the agency you represent? o How are those roles divided?

• Please tell me about municipal waste treatment in Coimbatore. o Who is responsible for water and sanitation in Coimbatore? o What is your treatment capacity at the municipal wastewater treatment facilities?

Are you at capacity? o What is the cost per person to treat wastewater with the existing solutions? o How are wastewater treatment plants financed? o Who decides which houses or apartments will get access to the municipal line

next? How is it decided? o Are there financial subsidies or assistance for wastewater treatment?


Sanitation and Coimbatore (30 minutes) Objective: Gain an understanding of current sanitation practices and perceptions.

• I want to understand the challenges you see in Coimbatore. o What are the biggest challenges related to wastewater treatment? o How do you think Coimbatore can be the first state to reach 100%

sterilization/treatment of its wastewater? What would prevent that from happening?

• Describe decentralization. o Are Tamil Nadu or Coimbatore planning to make investments in sanitation and

wastewater treatment? Can you describe the programs? What will be funded? How?

o What do you think of decentralized wastewater treatment? o How do your constituents view supporting decentralized wastewater treatment

systems vs. building large, municipal waste treatment facilities? • Describe regulations and policies.

o How are wastewater treatment regulations decided? What influences the decision?

o How does the government enforce requirements regarding water and sanitation? Who checks/tests water for quality and safety?

o How are regulations regarding sanitation and wastewater treatment changing? o How are treatment systems changing? o Are there any incentives to reduce water usage? o Are there any subsidies or incentives to install on-site wastewater treatment

systems? • Describe our system using a diagram.

o What do you think of this system? What do you like? What don’t you like? o Have you seen any other solutions like it? Can you describe them? What brand? o Do you see any value in a system like this? What? For whom? o What would you expect a system like this to cost? o How would a system like this be taxed? o What regulation would a system like this be subjected to? Who oversees those

regulations?



• How much do you care about the intangibles like sustainability? • What are you proudest of? Why? • What is your greatest hope for India? What are you doing to support that?


SCENARIO 2. PUBLIC SCHOOLS

SCHOOL TEACHER INTERVIEW GUIDE








• Please tell me about yourself. o How long have you been a teacher? o What grade do you teach? About how old are your students? o How long have you taught at this school? o What other schools have you taught at? o What is your educational training? o What other responsibilities do you have at school other than teaching? o Do you ever spend your own money to buy things for your classroom?

• Please tell me about your school. o How many students are in your school? How many students per class? o How many teachers are in your school? o Tell me about the typical student’s background. o Does your school have toilets for the students to use? How many? Who maintains

the toilet?


o Do you feel your school has adequate toilet facilities? Why or why not? o Does your school have reliable electricity? o Do you know what the budget is at your school per student per year?

• Please tell me about your curriculum. o What do you teach? o What subjects do your students enjoy most? o What do you teach about sanitation and health? What about water? Tell me more.

Sanitation and the school (20 minutes) Objective: Gain an understanding of current sanitation practices and perceptions.

• I would like to better understand your students’ bathroom behavior. o When do your students go to the bathroom? o Who monitors the children when they use the toilet? o If there is a toilet block, what do the children complain about most?

• If the school has a toilet facility, o Do you use the toilet at your school? If no, where do you go? o What would you change about the school’s toilet facility? Why?

• Tell me about your access to water. o Where does your water come from? o When do you have access to water? o If there was a water treatment system that produced 100% sterile water, what

would you use it for?


• What is your hope for the children in your class? • How important is sanitation to the welfare of your students? • What effects would access to better sanitation have on your students? • What are you proudest of? Why? • What is your greatest hope for India? What are you doing to support that?


brands on them.]


SCHOOL ADMINISTRATORS INTERVIEW GUIDE








• Please tell me about yourself. o How long have you been an administrator at this school? o Have you worked at other schools? o What is your educational training? o What are your responsibilities?

• Please tell me about your school. o How many students are in your school? How many students per class? o How many teachers are in your school? o Tell me about the typical student’s background. o Does your school have reliable electricity? o How much money do you get to spend per student per year? o How is your budget decided? By whom? Do you get to influence the budget

decision? o How is your performance assessed? By whom?

• Please tell me about your curriculum. o What subject do your students enjoy most?


o Do the teachers at your school teach about sanitation and health? What about water? Tell me more.


• I would like to understand toilet options at your school. o Does your school have toilets for the students to use? How many? Who maintains

the toilet? o Do you feel your school has adequate toilet facilities? Why or why not? o Have you been allocated any money for your school toilets? o How much do you pay to maintain your school’s toilets? What is your operating

budget for toilets? o If there was a water treatment system that produced 100% sterile water, what

would you use it for? • I would like to better understand your students’ bathroom behavior.

o When do your students go to the bathroom? o Who monitors the children when they use the toilet? o If there is a toilet block, what do the children complain about most?

• If the school has a toilet facility, o Do you use the toilet at your school? If no, where do you go? o What would you change about the school’s toilet facility? Why? o Will you take me over and show me your toilet facilities?

• Where does your wastewater go? How does it get treated? • Tell me about your access to water.

o Where does your water come from? o When do you have access to water?


• What is your hope for the children in your class? • How important is sanitation to the welfare of your students? • What effects would access to better sanitation have on your students? • What are you proudest of? Why? • What is your greatest hope for India? What are you doing to support that?


Game (10 minutes)

• What words come to mind when you see each of these brands? [Show four cards with brands on them.]


SCHOOL JANITOR OR MAINTENANCE PERSON INTERVIEW GUIDE








• Please tell me about yourself. o How long have you been responsible for maintenance at this school? o Have you worked at other schools? o What other jobs have you had? o Have you received any training? If yes, what kind? o What are your responsibilities? o Who do you work for? (Who pays your salary?)

• Please tell me about how maintenance decisions get made at your building. o Who do you talk to when you need to repair something at the school? Who pays

for the repair materials? o How much gets spent each month on repairs or cleaning?


• What type of toilets does the school have? o Can you show me?


o Do you think the toilet facilities are adequate for the school children? o Who cleans them? How often? o Do you ever have to perform maintenance on them? If so, what kind? o What would make your job easier? o What do you like about the toilet facilities? What don’t you like about it? o What all do you flush/pour down the toilet?

• Do you water the grounds? Where does the water come from?


• What do you feel are your strongest skills? • Do you actively think about how much water you use? Why or why not? • What are you proudest of? Why? • What is your greatest hope for India? What are you doing to support that?


GOVERNMENT OFFICIALS INTERVIEW GUIDE (EDUCATION-RELATED AGENCIES)








• Please tell me about yourself and the agency you work for. o What is your role? How long have you been at this job? o What did you do before this role? o What is your educational background? o What are the responsibilities of the agency you represent? o How are those roles divided? o How many schools are in your district? o What is your annual budget per school or per child?

• Please tell me about how the government is addressing sanitation at school. o Who is responsible for water and sanitation at schools in Coimbatore? Who pays

for maintenance? o What percentage of your schools have toilet facilities? o Do your schools have reliable access to electricity? To potable water? o What is the rate of new toilet construction at current schools? o What is your budget to support toilets in schools?


o How are school toilets financed? Who builds them? o How are decisions to construct a toilet made? o What programs have been established to support the construction or renovation

of toilets in your schools?

Sanitation and schools (30 minutes) Objective: Gain an understanding of current sanitation practices and perceptions.

• I would like to better understand the challenges you face. o What are the biggest challenges your schools face? o Do you think sanitation and access to toilets is one of your major challenges? Why

is it a challenge? o Does sanitation affect the outcomes of your students? How?

• Describe education and outcomes. o How do you measure the performance of your schools? o Is the relationship between sanitation and health taught in your schools? If yes,

what class? o Do you think access to toilets would improve student outcomes? How?


• How much do you care about the intangibles like sustainability? • What are you proudest of? Why? • What is your greatest hope for India? What are you doing to support that?


SCENARIO 3. PUBLIC TOILET BLOCKS

PUBLIC TOILET USERS INTERVIEW GUIDE








• Please tell me about yourself. o What do you do for a living? o Where do you live? o How many people are in your family? Adults? Children? o Why are you passing by this toilet today? o How often do you use public toilets? o Do you have access to a toilet at home?

• Please tell me about your experience using this toilet. o Was this your first time stopping by this toilet? o Were there certain features that made you choose this toilet? o Who all used the toilet (e.g., were children with you)? o How much did you pay? o Did you think that was too much? Too little? o How was your experience using this toilet?


o Was there something that frustrated you about your experience? o Would you change anything about your experience? What do you wish was

different? o Have you used other public toilets that you prefer? What was different about

them? o Did you feel that this toilet offered you sufficient privacy? Why or why not? o Did you feel safe using this toilet? Why or why not? o Where does the waste go when you use this toilet? o If there was a toilet nearby that would sterilize 100% of the waste so that there

was no contamination to the land and water, would you choose it? Would you pay extra for it? How much? Why?

Sanitation and women (5 minutes—women only) Objective: Gain an understanding of current sanitation practices and perceptions.

• I would like to better understand the challenges of sanitation and menstruation. o How do you dispose of your menstruation products when you use a public toilet? o Did this toilet offer you a viable solution? o Is there anything that the public toilet could have offered that would make

disposing of menstruation products easier for you?


• What is your hope for your children? • What effects would access to better sanitation have on you and your family? • What are you proudest of? Why? • What is your greatest hope for India? What are you doing to support that?


PUBLIC TOILET OWNERS OR OPERATORS INTERVIEW GUIDE








• Please tell me about yourself. o How long have you worked for this company? What is your role? o How many toilet blocks does your company run? Where? o How did you get into business? o What else does your company do?

• Please tell me more about your business. o How much do users pay to use your toilets? o What most influences your profitability? o How do you decide where to build a toilet block? o How many toilet blocks do you think your firm will build in the next year? What

will most influence that number? o How do you finance the toilet construction? o How big do you think the public toilet market is? o Do the locations of your public toilets have access to reliable power? o How do you decide how you will treat the wastewater? o How do you find a contractor to build the toilet block?


o Who maintains/cleans the toilet block? o Do you get any assistance from the government to build toilet facilities? In what

form? From what agency? How much?

Sanitation and the public toilet (20 minutes) Objective: Gain an understanding of current sanitation practices and perceptions.

• What type of toilets do you install (e.g., cistern, squat plate, or separate urinal)? o Do you ever have problems with them? o Who fixes them? o What do you like about them? What don’t you like about them?

• Where does your wastewater go? How does it get treated? o Who checks that the water is properly treated?

• Tell me about your access to water. o Do your facilities have access to water? Where does it come from? o If a system could produce clean water from the toilet wastewater, would that

water have value to you? What would you use it for? o Would you pay for a system that completely sterilized all of the wastewater that

goes into your toilet and allowed you reuse the water for irrigation? Why or why not?

• Describe our system using a diagram. o What do you think of this system? What do you like? What don’t you like? o Have you seen any other solutions like it? Can you describe them? What brand? o Do you see any value in a system like this? What? For whom? o What would you expect a system like this to cost? What would you pay? o Would installing a system like this have any impact on your ability to acquire land

or get permits for a toilet block? How? o What would it take for you to adopt a new technology like this?



• What do you think about the impact your wastewater has on others? • Do you actively think about how much water you use? Why or why not? • What are you proudest of? Why? • What is your greatest hope for India? What are you doing to support that?

APPENDIX 3. USER EXPERIENCE INTERVIEW GUIDE


BASELINE SURVEY

Objectives

1. Map behaviors and perceptions related to sanitation and household daily activities. 2. Understand background characteristics and previous technology adoption experience. 3. Understand existing knowledge about waste treatment system to be installed and

existing perceptions of the system, including overall (+/-) reactions/costs and benefits.


User Experience Research: Baseline Survey Instrument

Pre-Interview. Enumerator fill-in

1. Respondent sex: ___ male ___ female

2. Is respondent the household’s primary decision maker? ___ yes ___ no

Section I: Background

Respondent background

1. How long have you been living in this residence? ___ months ___ years

2. What is your age? ___ years

3. What is your occupation? Tell me about a typical day when you are working. When do you leave and return? How do you get to work?

______________________________________________________________________________________________________________________________________________________

Household background

4. How many people live in this household, including you? ____ number of members

5. Tell me about the people that live in your household. How are you related? (e.g., family and coworkers). What is the range of ages that live here? Are there children/elderly adults?

______________________________________________________________________________________________________________________________________________________

6. Who in your household does the household cleaning? ______________________________________________________________________________________________________________________________________________________


Technology experience

7. How do you learn about news and current events? Select all that apply. a. Television b. Newspaper c. Radio d. Internet e. Family f. Friends g. Other (specify)__________________________

8. In the past 30 days, have you used a mobile phone? (shared or owned) __ yes __ no If no, skip to Section II.

9. In the past 30 days, what have you used your phone for? Select all that apply. a. Making phone calls b. Sending or receiving SMS c. Accessing the Internet d. Whatsapp/Other free messenger services e. Banking or financial purposes f. Work/Employment g. Playing music

10. How comfortable are you with using SMS on your phone? a. Very comfortable b. Somewhat comfortable c. Not at all comfortable

11. Why did you decide to use or purchase a mobile phone? Probe: Advice from a person? A function? Information?

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________


12. When you first started to use/own a mobile phone, to what degree did/how common

was it for others that you knew (lived near or with/worked with) already own a mobile phone?

a. Few or no one that I knew owned a mobile phone when I began using a phone. b. Several people, but not many, had a mobile phone when I began using a phone. c. About half of the people that I knew owned a mobile phone when I began using

a phone. d. Many, but not all, of the people that I knew owned a mobile phone when I began

using a phone. e. All of the people that I knew owned a mobile phone when I began using a phone.

Section II. Household and Toilet

Daily household activities

1. Do you rent or own your current residence? a. __ rent b. __ own c. __ other (specify)________

2. Is water often available at your residence? Do you have any constraints or time periods when water is typically unavailable?

3. Do you pay for water at your current residence? If you were to use more water than normal for a given day or month, who do you think would pay for it?

4. What types of water do you use in your home currently, and for what purposes? If water is used for different purposes, why?

5. If more than one type of water used in home: Of the water types available to you, which type is of highest quality? Why do you think it is high in quality?


Sanitation behaviors

6. Describe the toilet that your household uses most frequently. Do you use a shared, open, or built/piped facility? Is it in a permanent structure? Is it a traditional (Indian) squat or Western style? Does it have an automatic flush, bucket/spigot, or no flush?

7. Do you pay to use the toilet that your household uses most frequently?

8. Is the toilet that your household uses most frequently going to have the system installed?

9. When the toilet area is cleaned, what cleaning material/liquid/product is used?

10. If you experience a problem with your toilet, who fixes or maintains it? What has been your experience with the person responsible for maintenance?

11. When you are using the toilet, do you pour water/flush prior or after urinating or defecating? Do you pour water/flush more than once? Does this behavior change depending on urination or defecation?


12. What other activities occur near the toilet regularly that might introduce water into the

system?

To be delivered if respondents have been briefed on the new system (e.g., in a “town hall” format or by other means)

Section III. Perceptions of the Waste Treatment System

1. Can you tell me what you know about the new treatment system that is going to be installed? What do you know about how it treats waste? What is your understanding of how it will affect you?

2. What do you think is best about the new waste treatment system?

3. What do you think is worst about the new waste treatment system?

4. Are you planning to use the new waste treatment system when it is installed? Why or why not?

5. If no to Q4: What, if anything, do you think would help you to change your mind about using the new waste treatment system?


6. How do you think that the system will impact [categories a–e]? Will it be positive or negative?

1. Very negatively 2. Somewhat negatively 3. Neutral 4. Somewhat positively 5. Very positively

a. Your and your household’s health: 1 2 3 4 5

b. Your daily activities: 1 2 3 4 5

c. Your sanitation activities (e.g., urinating/defecating or bathing): 1 2 3 4 5

d. Your local environment (e.g., water/forest): 1 2 3 4 5

e. Aspects beyond your local community: 1 2 3 4 5

Section IV. Quick Survey

1. How clean is your toilet? a. Very clean b. Somewhat clean c. It can be better d. Not clean

2. How satisfied are you with the quality of water used for flushing?

a. Very satisfied b. Somewhat satisfied c. Somewhat dissatisfied d. Very dissatisfied


3. How is the appearance of the water used for flushing?

a. Very clear b. Sometimes clear c. Rarely clear d. Not clear

4. How often is there odor in the water used for flushing?

a. No odor at all, or rarely. b. Sometimes, there is an odor. c. There is always an odor.

Section V. Post-Interview Enumerator Opinion

Enumerator record:

To be answered by interviewer/enumerator only

1. To what degree does the respondent understand how the system works? 1 2 3 4 5

Poor understanding Good understanding

2. If 3 or below: What do you think that the respondent did not understand? ________________________________________________________________________________________________________________________________________________

3. What was the condition of the home? Was there anything atypical about the house/toilet area, relative to others nearby? (e.g., cleanliness or structure)

4. Detail any other issues/concerns related to the interview:


ROUND 1 SURVEY

Objectives

1. Understand initial reactions to and understanding of waste treatment system. 2. Gain insight into how users understand and interpret the value of the system. 3. Understand how behaviors change due to initial system use. 4. Understand existing knowledge/perceptions about the waste treatment system,



User Experience Research: Round 1 Survey Instrument

Section I. Reactions to the New System

1. In your own words, what can you tell us about how the system works? What do you know about this system? Prompts: Where does the flush water go? What happens to the waste when you flush?

2. What are the three most positive things about the system?

3. What are the three most negative things about the system?

4. Apart from the information that you received from the informational meeting, what other information have you learned about the system, and from who/what source? What impact did it have on your attitude toward the system?

5. Do you have any questions about the system or how it works? Enumerator: Take time to explain all questions that the respondent has about the system.

6. Since the new system was installed, have you been using it regularly? If no, why not?


7. Since the system was installed, has using the system impacted your daily activities/life? How?

8. Since the system was installed, did your attitude toward using the system change? If yes, how did it change?

9. What factors influenced your perception or attitude toward the system since the system was installed? Prompt: information received from a neighbor or a friend, appearance, etc.

10. What would you change or improve about the system?

11. When friends or guests visit you, do you tell them about or show them the system? Why or why not?


Section II. Perceived Impacts of the New System

1. How do you think that the system will impact [categories a–e]? Will it be positive or negative?

1. Very negatively 2. Somewhat negatively 3. Neutral/no impact 4. Somewhat positively 5. Very positively

a. Your and your household’s health:

1 2 3 4 5

Why?

__________________________________________________________________

b. Your daily activities:

1 2 3 4 5

Why?

__________________________________________________________________

c. Your sanitation activities (e.g., urinating/defecating and bathing):

1 2 3 4 5

Why?

d. Your local environment (e.g., water/forest): 1 2 3 4 5

Why?

e. Any aspects beyond your local community? (Specify)_____________________

1 2 3 4 5

Why?

__________________________________________________________________


Section III. Treated Water [Can remove/replace as appropriate]

1. How would you describe the treated water that comes from the system?

2. Do you trust the treated water? Why or why not?

3. Have you made any changes to: a. Your overall household water usage?

If yes, what/why?

b. Your use of water for the toilet? If yes, what/why?

4. Do you think that you are saving water or using more water now that the system is installed? Why?


5. Of the water available in your home, what water types are you likely to use for the

following activities? Has this changed since the new system was installed?

a. Cooking

b. Cleaning your house (e.g., walls or floors)

c. Cleaning the toilet (e.g., cistern)

d. Flushing

e. Bathing

f. Anal cleansing

6. Do you find that the treated water is acceptable for flushing? Why or why not?

If no, what, if anything, would you change to make it acceptable?

Section IV. Toilet Use

1. When you are using the toilet, do you pour water/flush prior or after urinating or defecating? Has this changed after the new system was installed?

2. Do you feel that the new system has changed your use of the toilet in any way? Prompt: Do you feel the same level of comfort/ease? Do you sit the same way? Do you clean the toilet the same way?


3. Have you had any maintenance issues with the new system? If so, what? How was it resolved?

Section V. Quick Survey

1. How clean is your toilet?

a. Very clean b. Somewhat clean c. It can be better d. Not clean

2. How satisfied are you with the quality of treated water?


3. How is the appearance of the treated water?


4. How often is there odor in the treated water?


5. How would you rate the system overall?

a. Excellent b. Satisfactory c. Could be better d. I don’t like it


6. How likely are you to recommend this system to a colleague or friend?

a. Very likely b. Somewhat likely c. Not at all likely

ENUMERATOR, introduce calendar to respondent

Read to respondent:

“We have prepared a calendar for you to use in your home and would like you to record any time over the course of the field test that an event occurs related to the system. This could be a positive event, a maintenance request or delay, or some other event that happens. When we come back to talk about your experience again, we will ask to see the calendar, and your notes may help you to remember certain events that occurred and will help our discussion.

Thank you for your participation today!”

Section VI. Post-Interview Enumerator Opinion

Enumerator record:


1. To what degree does the respondent understand how the system works?

1 2 3 4 5


2. If 3 or below: What do you think that the respondent did not understand? ______________________________________________________________________________________________________________________________________________________


ENDLINE SURVEY

Objectives

1. Understand reactions to the waste treatment system after continued use and throughout the field test.

2. Gain insight into how users understand and interpret the value of the system over time. 3. Understand which and how perceptions change over the course of the field test. 4. Understand how knowledge and perceptions about the waste treatment system changed

over the course of the field test, including overall (+/-) reactions/costs and benefits.


User Experience Research: Endline Survey Instrument

Read to respondent:

“Now that you have been using the system for some time, we are interested in finding out more about your reactions to the system and how they changed over time. We are very interested in your experience and hope that you will share your honest feedback, whether it is positive or negative. We’d also like to review the calendar with you that we left with you at the beginning of the field test so that you can remember some of the events that have occurred since the system was installed.”

Section I. Reactions to the New System

1. In your own words, what can you tell us about how the system works? What do you know about this system? Prompts: Where does the flush water go? What happens to the waste when you flush?

2. What are the three most positive things about the system?

3. What are the three most negative things about the system?

4. Since the system was installed, have you learned any new information about it, and from who/what source? How long after the system was installed did you hear the new information? What impact did it have on your attitude toward the system?


5. Do you have any remaining questions about the system or how it works?

Enumerator: Take time to explain all questions that the respondent has about the system.

6. Since the new system was installed, have you been using it regularly? If no, why not? Enumerator: Ask the respondent to review the calendar.

7. Since the system was installed, has using the system impacted your daily activities/life? How? Enumerator: Ask the respondent to review the calendar.

8. Since the system was installed, did your attitude toward using it change? If yes, how did your attitude change? How long after the installation did this attitude change?

9. What factors influenced your perception or attitude toward the system since it was installed? How long after the installation did this occur? Prompt: information received from a neighbor or a friend, appearance, etc.

10. What would you change or improve about the system? How would this have changed your attitude toward the system?


11. When friends or guests visit you, did you tell them about or show them the system? Why or why not? Did you change this at any point during the field test? If so, why?

Section II. Perceived Impacts of the New System

1. How do you think that using the system long-term will impact [categories a–e]? Will it be positive or negative?

1. Very negatively 2. Somewhat negatively 3. Neutral/no impact 4. Somewhat positively 5. Very positively

a. Your and your household’s health: 1 2 3 4 5

Why? __________________________________________________________________

b. Your daily activities:

1 2 3 4 5

Why?

__________________________________________________________________

c. Your sanitation activities (e.g., urinating/defecating or bathing):

1 2 3 4 5

Why?


d. Your local environment (e.g., water/forest):

1 2 3 4 5

Why?

e. Any aspects beyond your local community? (Specify)_____________________

1 2 3 4 5

Why?

__________________________________________________________________

Section III. Treated Water [Can remove/replace as appropriate]

1. How would you describe the treated water that comes from the system?

2. How has the appearance of the treated water changed since installation?

3. How has the odor of the treated water changed since installation?

4. Do you trust the treated water? Why or why not? Did anything occur over the course of the field test to change your trust? If so, what occurred? When?


5. Since installation, did you make any changes to: Enumerator: Ask the respondent to review the calendar.

a. Your overall household water usage? If yes, what/why?

b. Your use of water for the toilet? If yes, what/why?

6. Since the system was installed, do you think that you are saving water or using more water now that the system is installed? Why?

7. Of the water available in your home, what water type are you likely to use for the following activities? Has this changed since the new system was installed?

a. Cooking

b. Cleaning your house (e.g., walls or floors)

c. Cleaning the toilet (e.g., cistern)

d. Flushing

e. Bathing

f. Anal cleansing


8. Did your attitude regarding the acceptability of the water for flushing change since the

system was installed? Why or why not?

If no, what, if anything, would you change to make it acceptable?

Section IV. Toilet Use

1. When you are using the toilet, do you pour water/flush prior to or after urinating or defecating? Did this change after the new system was installed?

2. Do you feel that the new system’s installation changed your use of the toilet in anyway? If yes, what did it change, and when did this change occur? Prompt: Do you feel the same level of comfort/ease? Do you sit the same way? Do you clean the toilet the same way? Do you wash yourself the same way?

3. Have you had any maintenance issues with the new system? If so, what? How was it resolved? Enumerator: Ask the respondent to review the calendar.


Section V. Quick Survey 1. How clean is your toilet?

a. Very clean b. Somewhat clean c. It can be better d. Not clean

2. How satisfied are you with the quality of treated water?


3. How is the appearance of the treated water?


4. How often is there odor in the treated water?


5. How would you rate the system overall?

a. Excellent b. Satisfactory c. Could be better d. I don’t like it

6. How likely are you to recommend this system to a colleague or friend?

a. Very likely b. Somewhat likely c. Not at all likely


Section VI. Post-Interview Enumerator Opinion Enumerator record:


1. To what degree does the respondent understand how the system works?

1 2 3 4 5


2. If 3 or below: What do you think that the respondent did not understand? ________________________________________________________________________________________________________________________________________________



APPENDIX 3. CUSTOMER SEGMENTATION INTERVIEW GUIDE


APPENDIX 3. CUSTOMER SEGMENTATION INTERVIEW GUIDE

INSTRUCTIONS TO INTERVIEWERS

Meet any adult member of the household, and ask who in the household makes decisions on building improvements and household purchases. Please talk to the concerned member of the household.

Introduction Greetings!

My name is , and I work with [firm]. [Describe what firm does]. We are working on a sanitation study. As a part of this study, we aim to understand the sanitation behavior of households in this city, and how different households make decisions regarding home improvements and the purchase of appliances. We appreciate your cooperation and will be extremely grateful if you could give us some of your time in participating in this interview.

Listing questionnaire for homeowners

Q. No. Questions and Instructions Coding Categories

Skip to

Q.1 Do you live in this house/ apartment?

Yes 1

Noa 2 Terminate the interview

Q.2 Do you or any member of your household own this house/apartment?

Yes 1

No 2 Terminate the interview

Q.3 What kind of building do you live in? (Observe and also enquire and record)

Independent house/individual bungalow

1 to Q.5

Apartment in a ground plus one (G+1) building

2

Apartment in a ground plus two (G+2) building

3

Apartment in a ground plus three (G+3) building

4

Other, please specify:


Q.4 How many people live in your building?

10 or less 1

More than 10 2 Terminate the interview

Q.5 How many people live in your house or apartment with you (including yourself)?

1–5 1

6–10 2

11+ 3 Terminate the interview

Q.6 What kind of toilet facility do you typically use?

Individual toilet 1

Shared/Community/Public toilet 2 to Q.9

Does not use a facility, open defecation¡

3 Terminate the interview

Q.7 Is the toilet inside your house?

Yes 1

No, it is outside the house but on premises

2

No, there is no toilet on premises 3 to Q.9

Q.8 What kind of septage solution is the toilet connected to?

By septage solution, we mean the device that is connected to the toilet interface and that collects septage after it is flushed.

Individual septic tank 1

Individual pit 2

Shared septic tank 3

Shared pit 4

Interface not connected to any exterior septage solution/connected directly to the drain

5

Connected to sewers 6 Terminate the interview

Don’t know 99

Terminate the interview

Q.9 Have you undertaken sanitation-related home improvement work in the past 4 years?

Examples include construction or replacement of a toilet, construction or repair of a septic tank, installation of an automatic flushing system.

Yes 1

No 2 Mark “Did not do sanitation- related home

improvement” for Q.10


Q.10 Were you one of the household members who made the decision to do the work?

Yes 1

No 2

Did not do sanitation-related home improvement

3

Q.11 Have you undertaken nonsanitation-related home improvement work in the past 4 years?

Examples include the construction of a wall, construction of a new room, re-tiling floors, replacing or repairing roof tiles, and painting the house.

Yes 1

No 2 Mark “Did not do non

sanitation- related home

improvement” for Q.12

Q.12 Were you one of the household members who made the decision to do the work?

Yes 1

No 2

Did not do sanitation-related home improvement

3

Q.13 Did you get a new cable TV connection, refrigerator, or mixer-grinder in your house in the last 4 years?

Yes 1

No 2 Mark “Did not get a new DTH/cable

connection, refrigerator, or mixer-grinder in my house in

the last 4 years” for

Q.14

Q.14 For which of these were you one of the household members who made the decision to go ahead with the purchase/installation?

Multiple answers are possible.

DTH/Cable connection 1

Refrigerator 2

Mixer-Grinder 3

Did not get a new DTH/cable connection, refrigerator, or mixer-grinder in my house in the last 4 years?

4


Summary of Responses

Q.10 Decision making for sanitation-related home improvement

Q.12 Decision making for nonsanitation-related home improvement

Q.13 Purchase of DTH/cable, refrigerator, or mixer-grinder

Q.14 Decision making for purchase of:

Yes 1 Yes 1 Yes 1 DTH/Cable connection

1

No 2 No 2 No 2 Refrigerator 2

Did not do sanitation- related home improvement

3 Did not do nonsanitation-related home improvement

3 Mixer-Grinder

3


Q. No. Questions and Instructions Coding Categories

Skip to:

Termination instructions

• If responses to Q.10 and Q.12 are “Yes,” then continue to Q.15.

• If only one response between Q.10 and Q.12 is “Yes,” and the answer to Q.13 is “Yes,” and answers to Q.14 are “DTH/Cable connection” and at least one among “Refrigerator” and “Mixer-Grinder,” then continue to Q.15.

• For any other set of responses, terminate the interview.

• Put a tick mark in the Response column for the following applicable responses.

Question Response Result Both Q.10 AND Q.12 Yes in both Continue Only in Q.10 OR Q.12 Yes Check Q.14 Q.14–DTH Yes Check refrigerator and mixer-

grinder Q.14–DTH No Terminate Q.14 Refrigerator Yes Continue Q.14 Mixer-Grinder Yes Continue Q.14–both refrigerator and mixer-grinder

No Terminate

Q.15 Do you fear that the government may evict you from your house in the next 5–10 years?

Yes 1

No 2

Q.16 Where is your main source of water? Consider both drinking and other purpose water.

Inside the home 1 On premises but outside the home

2

Off premises 3 Q.17 Are you the chief wage earner

in your household? The chief wage earner is the person who contributes the most to household expenses.

Yes 1

No 2

Q.18 Do you have the following household items in your house? Yes No

a. Electricity connection 1 2 b. Ceiling fan 1 2 c. LPG stove 1 2 d. Two wheeler 1 2 e. Color TV 1 2 f. Refrigerator 1 2 g. Washing machine 1 2


h. Personal computer/laptop 1 2 i. Car/Jeep/Van 1 2 j. Air conditioner 1 2

Q.19 What is the education level of the chief wage earner of your household? The chief wage earner is the person who contributes the most to household expenses.

Illiterate 1 Mark SEC in the table on page 2

Literate but no formal schooling/school up to 4 years

2

School 5 to 9 years 3 Higher secondary school 4 Some college (including a diploma) but not a graduate

5

Graduate/Post graduate: General

6

Graduate/Post graduate: Professional

7

Q.20 We would like to conduct a 1-hour interview with you. Would you be willing to participate?

Yes 1


Q.21 Would you be willing to be video-recorded?

Yes 1 Go to Q.23

No 2

Q.22 Would you be willing to be audio-recorded?

Yes 1


Q.23 Please fill in your contact information below. Name

Address and landmarks

Contact number


Q.24 What is the size of your house (in square feet or square meter)? In case the house is multifloor, please collect the area for all the floors that are used by the respondent household.

Sq. feet:

Mark SEC in the table on page 2.

Sq. meter:

Q.25 How many rooms does your house have? Exclude the bathroom and toilet, but include the kitchen.

Number of rooms:

Q.26 What is your household composition?

For each household member, indicate how many live in your house currently.

Please write the number of members for each relationship in the next column.

Parent 1

Parent-in-law 2

Sibling 3

Grandparent 4

Children 5

Friend 6

Partner/Spouse 7

Other, please specify

No one (only self) 9

Q.27 What religion do you believe in?

Christianity 1

Hinduism 2

Islam 3

Jainism 4

Shikhism 5

Other, please specify


Q.28 On average, how many

hours per day is water available at your main source?

Number of hours:

Q.29 On average, how much do you spend on water each month?

Average amount spent:

Q.30 On average, how many hours of electricity supply do you get in a day?

Number of hours:

Q.31 On average, how much do you spend on electricity each month?

Average amount spent:

Finance Q.32 Do you have a bank

account? Yes 1 No 2

Q.33 Have you ever taken a loan? Yes 1 No 2 Go to Q.35

Q.34 What was the loan amount? If respondent obtained multiple loans, mark the highest loan amount.

Below 5,000 1 5,001 to 10,000 2 10,001 to 15,000 3 15,001 to 20,000 4 20,001 to 30,000 5 More than 30,001 6 Don’t know/Can’t say 99

Characteristics of toilet facility used Q.35 If uses an individual toilet:

What type of toilet interface do you have? Multicoding is possible.

Western toilet 1 Indian toilet 2 Ecosan 3 Other, please specify

Q.36 If uses an individual toilet: What type of flush do you have?

Automatic flush 1 Pour flush 2 Other, please specify


Utilities and Purchasing Powers Q.37 If uses a shared/community/

public toilet: How much does it cost to use the facility? (Single use)

Q.38 If has an individual or shared septic tank/pit: How often is it emptied? months

Q.39 If has an individual or a shared septic tank/pit: How much does it cost to empty the septic tank/pit?

Q.40 If has a shared septic tank/pit: How many households do you share it with?

Thank you.


DISCUSSION GUIDE FOR HOMEOWNERS—OBSERVATIONAL DATA

1. City Lucknow Pune Coimbatore Patna

2. Locality

3. Building type

4. Name of respondent

INTRODUCTION AND CONTEXT SETTING

Thank you for speaking with me today. We appreciate your time, and look forward to this discussion. I am [name] from [firm], and we are conducting research to understand the sanitation-related behaviors of households, particularly in [city]. The goal is develop products and services that would best match the needs of the market and of potential customers like you.

This interview will focus on

• understanding your current usage patterns around sanitation solutions;

• understanding current challenges/problems you face regarding sanitation; and

• understanding how you make decisions around home improvement work, and the purchase of technology devices.

We are collecting this information purely for internal use, and we will ensure complete confidentiality of your name and other sensitive information you share. It would be great if you could speak openly, but if there are some things that you do not wish to answer, please let us know. The interview should take roughly 60 minutes. We will be recording this conversation for future reference and analysis purposes. There are no right or wrong answers, so please feel speak freely. I am starting the recording now.

INSTRUCTIONS

Moderators will be given a separate data collection sheet to mark down any information shared by the respondent covered by the different data tables. Moderators should ensure that they ask question for all the blue tables; the grey tables should be filled only if covered by conversation.


DECISION-MAKING CONTEXT

[UNDERSTAND THE CONTEXT IN WHICH RESPONDENTS MAKE DECISIONS.]

As we are meeting for the first time, it would be great if you could tell me a bit about yourself.

• What is your main occupation?

o Follow-on: type of activity; type of employment (formal, informal); duration of employment

• What is your educational background?

o Probe whether respondent has completed high school; college

o [If went to college] Follow-on: What type of course have you done?

• Can you tell me about household dynamics?

o Follow-on: You mentioned you live with [mention household members based on listing]; who is involved in important household decisions? (e.g., for the purchase of a fridge or an appliance)

o Follow-on: Who handles household finances/manages money?

• Can you tell me more about your house/ apartment?

o Follow-on:

Question Number Unit

Size of house Square meter

Square meet Number of rooms (excluding toilet and kitchen) Rooms

o Follow-on: [Ask only if the respondent fears eviction.] You mentioned that you fear being evicted from your house/apartment. Why?


USAGE OF CURRENT SANITATION SOLUTION

[UNDERSTAND THE USAGE OF CURRENT SANITATION SOLUTION.]

If respondent uses an individual toilet [Run as an observation, and ask to see the sanitation facility. Fill in as much as possible, and then ask remaining questions.]

• Could you tell me about the sanitation facility you have at home?

Follow on Number Unit How many toilets do you have? Toilets

Follow-on Mark [X] Which floor? Ground

First and above

Where? Inside

Outside

o Does your toilet room have a wall that separates your house from the outside?

o Does your toilet room have some form of ventilation (e.g., window or vent)?

• What features do you have? What features do you like/prefer for your toilet (e.g., pan or flush type)?

Probe on features Option Features currently have

Features you prefer

Interface type Western

Indian

Flush type Automatic

Pour flush

No flush

o Follow-on: why? [Test the rationale for preference, especially for pour/no flush. Is it because of water scarcity?]

Probe rationale for preferred flush type Ease of use Cost of installation of another flush

Water scarcity

Observation Number Unit [When applicable] Measure where the toilet is located or where the homeowner wants to build a toilet.

Width

Depth

Height until ceiling


• How is the toilet used?

o [If Western, show Showcard 1.]

o Would you see it as a problem if your toilet was elevated and had four steps to reach it? [Show Showcard 2.]

o Would it be a problem if the rectangle below the toilet [Showcard 2] was buried below ground?

o Where your toilet is currently located, do you think the floor would be able to hold a heavy device that weighs 115 kg, like a large fridge? [Be explicit that it would have to hold the weight of a person and the device.]

• When you are at home, do you or other household members ever use an alternative to your toilet(s)?

o Probe: Shared/Community/Public toilets; open defecation

o [If yes] Follow-on: Who? What do they/you use? How often?

Follow-on Number Unit How many people do not use the toilet regularly? People

[If yes] Follow-on: Why do they/you prefer this other alternative?

o Follow-on: Do you or other household members throw nonfecal waste inside the toilet?

Probe on nonfecal waste thrown in toilet Tissues Unclean water

Plastic Sanitary napkins [only to women]

Chemicals/Detergents [If yes, ask and write name.]

[If yes] Follow-on: How often/how much waste? • How is the toilet cleaned?

o Follow-on: How often is it cleaned?

o Follow-on: By whom?

o Follow-on: What products are used to clean the toilet?

Follow-on Number Unit How much do you spend in cleaning products for the toilet on a monthly basis?

INR/month

Or How much do the cleaning products cost? INR/bottle

How frequently do you buy/replenish them?


• What are some of the problems you have faced with your toilet?

Probe on toilet problems

Toilet is not functional or usable Hard to use for children and e

• Clogged/Overflow • Up a step

• Broken flush • Squatting

• Broken seat Needs repairs

Lack of water for flushing • Flush leaks

Cost of repairs • Toilet leaks

o Follow-on: How often do these problems happen? Which of these problems are the most critical/troubling?

What can be done to address them?

o Follow-on: Have you ever done toilet repairs yourself?

[If no] Would you be willing to do toilet repairs yourself (e.g., if your seat breaks)?

Probe for refusal to do toilet repair themselves

• Doesn’t want to touch the toilet • Doesn’t know how to do repairs

• Easier to get someone to fix it • Doesn’t have tools to do repairs

If respondent has a septic tank/pit connected to the individual toilet • You mentioned that you have a [septic tank/pit]; can you tell me more about it?

o Follow-on: Where is it located?

o Follow-on: Do you share it with other households? If yes, how many?

o Follow-on: Can you tell me about some problems you face or have faced with your septic tank/pit?

Probe for septic tank/pit problems

Generates a bad odor/smell Clogged pipes

No visibility of when to empty it—unexpected expense Frequency of servicing

Waste overflow

• From waste accumulation—not emptied

• From floods


o Follow-on: How often do these problems happen? Which of these problems are the most critical/troubling?

What can be done to address them?

– Follow-on: Is it what you generally do? Why or why not?

• Can you tell me about how you clean or empty the septic tank/pit?

o Follow-on: What is the waste collection process?

Follow-on: What type of service provider do you call?

Follow-on Number Unit

How frequently is it emptied? Months

Years

o Follow-on: Last time you got it emptied, who took the decision to get it emptied?

• Can you tell me about problems you have faced with waste collection?

Probe for waste collection problem

Too frequent Collection process

Service providers • Generates odor/filth

• Are hard to find • Takes too long

• Are unresponsive • Is noisy

• Are not punctual • Is expensive

• Provide low-quality services • Toilet is not usable during collection

Manhole not easily accessible—badly designed

o Follow-on: Which of these problems are the most critical/ troubling?

• Can you tell me about the payment of waste collection services?

Follow-on Number Unit How much do you pay to get the septic tank/pit emptied? INR

o Follow-on: How do you pay for the service?

Follow-on: Have you ever faced any payment-related challenges?

Probe for waste collection payment problems Inability to pay Provider-related

• No savings • Unclear pricing mechanism

• A large sum in one go • Doesn’t give receipt

• Inability to borrow • Requires a one-time payment

• [Shared] Hard to collect money from all users • Requires an advance


– Follow-on: How could payment be made easier?

• [Connections to VC actor: Ask for the contact of a collection service provider.]

• Where is the waste taken or disposed after it is collected?

o Follow-on: Are there any health or environmental risks associated with disposing waste in nature? [If yes] What are they?

If individual toilet is not connected to any containment unit/connected directly to drain • Where does the waste go after it leaves your toilet?


• Why don’t you have a septic tank or a pit?

Probe for barriers to having a septic tank/pit

Does not see value Inability to pay

Fear of eviction No awareness of government subsidies

Physical constraints—cannot construct No awareness of how to obtain government subsidies

• Hard ground—cannot dig Inability to access loans—no sources of credit

• Lack of space

• Area prone to flooding

o Follow-on: Which of these problems are the most critical/troubling?


If respondent uses a shared toilet, community toilet, or public toilet • Could you tell me about the sanitation facility you use around your home?

o Follow-on: What type of facility do you use?

Probe: shared toilet, community toilet, or public toilet

o Follow-on: Do you or other household members ever use any alternatives to this toilet facility?

[If yes] Follow-on: Who? What do they/you use? How often?

[If yes] Follow-on: Why do they/you prefer this alternative?

Question Number Unit How much do you pay to use the facility? INR per month

INR per use

o Follow-on: How do you pay to use the facility?

Probe on frequency: on a pay-per-use basis, on a monthly basis, or other

Follow-on: Have you ever faced any payment-related challenges?

Probe for toilet facility payment problems

Shared toilet Community toilet/public toilet

• Inability to pay, as one-time payment is not feasible given irregular cash flows

• Inability to pay, as one-time payment is not feasible given irregular cash flows

• Hard to collect money from all users • Difficult to keep track of renewal dates for pass

Community toilet/public toilet • Inability to pay, as not systematically carrying enough cash to pay-per-use

Follow-on: Which do you consider as the biggest problems?

Follow-on: How could payment be made easier?

• Where does the waste go after it leaves the toilets?


If respondent has a toilet but does not use it • Why don’t you use the individual toilet you have at home? [Refer to the table with probes on

toilet and septic tank problems.]


If respondent does not have an individual toilet • Why don’t you have an individual toilet at home?

Probe for barriers to installing an individual toilet Does not see value Physical constraints—cannot install a septic tank

Lack of space • Hard ground—cannot dig

Fear of eviction • Lack of space

Inability to pay • Area prone to flooding

• No awareness of government subsidies

• No awareness of how to obtain government subsidies

• Inability to access loans—no sources of credit

o Follow-on: Which of these are the biggest barriers?


PROXY—INSTALLATION/REPLACEMENT OF SANITATION SOLUTION

[UNDERSTAND PROXY EXPERIENCES—SANITATION]

If respondent has done sanitation-related home improvement work in the last 4 years Origination

• Can you tell me a bit about the sanitation work you did?

o Probe: construction/repair/improvement of a new toilet or backend system

o Follow-on: What were the different options you considered?

Information gathering

• Where did you look for information to evaluate the different options available?

o Follow-on: Where did you look for information?

Probe: Internet, home/construction magazines, and newspaper

Follow-on: Ask for names of sources.

o Follow-on: Whom did you ask for advice?

Probe: professional advice—plumber, architect, or contractor; convenience-based (friends, family, or neighbors)

• What information was most critical for decision making?

Probe for critical information Information enabling comparison with alternatives Information on processes (installation, maintenance,

and usage)

Demonstration of solution Information on service providers

Influencers’ recommendation/approval Clear costing

• Relative/Neighbor Warranty/Durability of product

• Professional (contractor/plumber) Health-related information

• Opinion leader from community

• General opinion leader (advertisement)

• Did you face any challenges when looking for information?

Probe for information challenges

Didn’t know where to look for information Lack of tailored information

Didn’t know if information was trustworthy Lack of expert information

Unable to find sources in appropriate language Lack of practical information (demonstration)


o Follow-on: How could seeking information be made easier?

• [Connections to VC actor: If respondent mentions any relevant “marketer,” ask for contact of person.]

Selection

• Can you tell me more about how you made your selection?

o Follow-on: What were the elements that most appealed to you when selecting the solution and the supplier?

Probe for most appealing features

Device Costs

• Quality of materials • Low upfront cost

• Robustness/Durability of solution • Low installation cost

• Space requirement • Low usage cost

• Ease of use/cleaning • Low maintenance/collection cost

• Low maintenance needs/collection Additional service

• Ease of installation • Flexible/Tailored payment options

• Duration of installation • Financing support

Supplier • Warranty

• Proximity of supplier • Maintenance services

• Official vendor

• Known supplier/already used

• Recommended by influencer

Follow-on: Did you have any concerns about the solution you chose? What?

o Follow-on: Which other household members were involved in making decisions?

Follow-on: How did they affect decision making?

• How much did you end up paying for the work?

o Follow-on: Would you pay more?

o Break down:

Follow-on Number Unit Installation cost INR

Device cost INR

Material cost INR

Total INR


• [Connections to VC actor: Ask for the contact of a supplier.]

Payment

• Can you tell me about how you paid for the sanitation work?

o Follow-on: How did you get the money to pay for the work?

Probe: loan and savings

o [If loan]:

Did you face any challenge obtaining the loan?

Probe for challenges to obtaining a loan Had to open a bank account Long process to get loan disbursed

Bank/Microfinance institution not used to giving loans for this purpose

Did you face any challenge repaying the loan?

[Connections to VC actor: Ask for the contact of a financier.]

o [If savings]: Did you try to get a loan? If yes, why were you unsuccessful?

Probe for challenges to obtaining a loan No collateral Inability to cope with payment cycle

No bank account

o [If savings]: How did you pay for the work?

Follow-on: How many payments did you make?

Follow-on: When did you pay (upfront or after installation)?

– Probe: upfront or after installation

What was the frequency of payments?

How were the installments determined?

– Probe: pre-established payment plan, payment plan tailored to reimbursement capacity, or pay-per-use

Follow-on: Did you face any challenge or problem regarding payment?

Probe for payment challenges

Inability to pay Unclear of when installments where due

Effort required to pay each installment


Installation

• Can you tell me more about the installation/construction work?

o Follow-on: Who participated in the work?

Probe: supplier, third-party installer, respondent, other household members, or neighbors

o Follow-on: What did they do? What did you do?

Probe: transport (device, materials, or tools), civil work (digging, water proofing, tiling, or piping), installing device

o [Connections to VC actor: Ask for the contact of an installer if different from the supplier.]

Follow-on Number Unit How long did installation take? Hours

Days

• Did you face any installation-related challenges?

Probe for Challenges

Transporting device/materials Carrying out civil work (digging, water, or proofing)

Aggregating materials/tools Installing device

Obtaining construction approvals Disruptions caused during installation


PROXY—OTHER HOME IMPROVEMENT

[UNDERSTAND PROXY EXPERIENCES—OTHER HOME IMPROVEMENT]

If respondent has done nonsanitation-related home improvement work in the last 4 years Origination

• Can you tell me a bit about the home improvement work you did?

• What led you to do this home improvement work in your house?

Information gathering

• Where did you look for information to evaluate the different options available in terms of device/material/supplier/workers?


Probe: neighbors/peers, Internet, home/construction magazines, newspaper, exhibition, or showroom



Probe: professional advice; convenience-based (friends, family, or neighbor)


Probe for critical information

Information enabling comparison with alternatives Information on processes (installation/maintenance/usage)




• Professional (contractor/plumber)

• Opinion leader from community • General opinion leader (advertisement)

• Did you face any challenge when looking for information?

Probe for information challenges Didn’t know where to look for information Lack of tailored information





Selection

• Can you tell me more about how you made your selection of devices, materials, suppliers, or workers? What were your main considerations?

Probe for most appealing features

Device Costs

• Quality of materials • Low upfront cost

• Robustness/Durability of solution • Low installation cost

• Space requirement • Low usage cost

• Ease of use/cleaning • Low maintenance/collection cost

• Low maintenance needs/collection Additional service

• Ease of installation • Flexible/Tailored payment options

• Duration of installation • Financing support

Supplier • Warranty

• Proximity of supplier • Maintenance services

• Official vendor • Installation

• Known supplier/already used • Recommended by influencer



• How much did you end up paying for the work?

o Follow-on: Would you pay more?

Follow-on Number Unit Installation cost (includes labor) INR

Device cost INR

Material cost INR

Total [if doesn’t know breakup] INR

Payment

• Can you tell me about how you paid for the improvement work?

o Follow-on: How did you get the money to pay for the work?

Probe: loan or savings

o [If loan]:

Did you face any challenge obtaining the loan?


Probe for challenges to obtain a loan (successful)

Had to open a bank account Long process to get loan disbursed

Bank/MFI not used to giving loans for this purpose

Did you face any challenge repaying the loan?


Probe for challenges to obtain a loan (unsuccessful) No collateral Inability to cope with payment cycle

No bank account

o [If savings]: How did you pay for the work?


Follow-on: When did you pay?

– Probe: upfront or after installation

What was the frequency of installments?




Probe for payment challenges Inability to pay Unclear of when installments where due


Installation

• Can you tell me more about the installation/construction work?




Probe: transport (device, materials, or tools), civil work (digging, water proofing, tiling, or piping), or installing device



How long did it take between purchase and delivery?

How long did installation take? Days


Installation-Related Challenges Delays in delivery Carrying out civil work (digging, water, or proofing)

Transporting device/materials Installing device

Aggregating materials/tools Disruptions caused during installation

Obtaining construction approvals


PROXY—UTILITIES OR APPLIANCES

[UNDERSTAND PROXY EXPERIENCES—SATELLITE TV]

If respondent has purchased utilities or appliances DTH Cable

Origination

• Can you tell me why you got a new DTH (satellite TV) cable connection or changed operators?

o Follow-on: What led you to take this decision?


Information Gathering



Probe: neighbors/peers, Internet, home/construction magazines, or newspaper



Probe: professional advice; convenience-based (friends, family, or neighbor)



Information enabling comparison with alternatives Information on service providers

Information on processes (installation/maintenance/usage) Clear costing

Influencers’ recommendation/approval Warranty/Durability of product

• Relative/Neighbor Demonstration of solution



• Did you face any challenge when looking for information?






Selection


o Follow-on: What were the elements that most appealed to you when selecting among your provider options?

o Follow-on: Which other household members were involved in decision making?

Follow-on: How did they affect decision?

• How much do you end up paying for the subscription?

Payment—Breakdown Number Unit Installation cost INR

Device cost (i.e., for the cable box) INR

Ongoing cost INR/month

Total INR

Payment

• Can you tell me how you pay the ongoing costs of the DTH cable?

o Follow-on: What is the frequency of payment?

o Follow-on: How are payments determined?

• What are the payment options?

o Follow-on: What is your preference, and why?

• Have you ever faced any problems/challenges with payment?

Probe for challenges Inability to pay Unclear of when installments where due


o Follow-on: What are ways to address those challenges?

Follow-on: What alternatives successfully address these challenges?

– Follow-on: What are their disadvantages?

Installation

• Can you tell me more about the work that was required to install the DTH cable?





Probe: transport/delivery (device, materials, or tools), civil work (digging, water proofing, tiling, or piping), or installing device


Maintenance/Customer Service

• Can you tell me about the customer service for the DTH cable?

o Follow-on: How does it work?

o Follow-on: When do you typically get in touch with them?

• What are some drawbacks/problems associated with the customer service?

Probe for customer service problems Call Intervention

• Not responsive • Hard to schedule visits

• Expensive • Do not serve all areas

• Don’t speak the right language • Expensive

• Are not trained well • Do not offer self-fixes


[UNDERSTAND PROXY EXPERIENCES—REFRIGERATOR OR MIXER-GRINDER]

Refrigerator or Mixer-Grinder

Origination

• Can you tell me why you got a new [refrigerator or mixer-grinder]?

o Follow-on: What led you to make this decision?


Information Gathering



Probe: Internet, home/construction magazines, or newspaper

Follow-on: Ask for names of sources


Probe: professional advice; convenience based (friends, family, or neighbor)



Information enabling comparison with alternatives Information on processes (installation/maintenance/usage)






• Did you face any challenges when looking for information?






Selection


o Follow-on: What were the elements that most appealed to you when selecting among your provider options?

Was electricity consumption one of the criteria for selection?

Was a reduced noise level one of the criteria for selection?



• How much did you end up paying for the subscription?

Cost breakdown Number Unit Installation cost INR

Device cost (i.e., for the cable box) INR

Ongoing cost INR/month

Total INR

Payment

• Can you tell me about how you paid for the [refrigerator or mixer-grinder]?

o Follow-on: How did you get the money to pay for it?

Probe: loan or savings

o [If loan]:

Did you face any challenges obtaining the loan?

Probe for challenges to obtain a loan (successful)

Had to open a bank account Long process to get loan disbursed

Bank/MFI not used to giving loans for this purpose

Did you face any challenges repaying the loan?


Probe for challenges to obtain a loan (unsuccessful) No collateral Inability to cope with payment cycle

No bank account


o [If savings]: How did you pay for the [refrigerator or mixer-grinder]?


Follow-on: When did you pay?

– Probe: upfront or after delivery

What was the frequency of installments?




Probe for Payment challenges Inability to pay Unclear of when installments where due



CONSTRAINTS AND BY-PRODUCT REUSE

[UNDERSTAND CONSTRAINTS AND BY-PRODUCT REUSE]

• Can you tell me about your main sources of water?

o Follow-on: Where does the water come from?

Probe: municipality, groundwater, or tankers

o Follow-on: What do you use the different water sources for?

Usage

Drinking Showering

Cooking Gardening

Cleaning floor Flushing

Cleaning dishes

o Follow-on: Do you have a sense of how much money you spend on water on a monthly basis?

Question Number Unit

How much money do you spend on water on a monthly basis? INR/month

o Follow-on: What are some of the problems you face or have faced with your water supply?

Probe for water problems

Water isn’t available all the time Low water quality

Water available isn’t enough to cover all household needs Water is expensive

Water source is hard to access Bringing water to the dwelling requires a lot of effort

Bringing water to the dwelling requires a lot of effort


o Follow-on: Have you ever collected rainwater or recycled water (e.g., having a bath and then using the water for flushing)?

[If yes]: What water did you recycle/following which initial use?

For what purpose did you recycle water?

Follow-on Answer How much did you recycle? Liters per day

Liters per month

[If no]: Why haven’t you collected or recycled water?


o Follow-on [if respondent shows interest in recycling]: The aim of our study is to inform

the development of a toilet technology that is going to treat waste and transform it into different types of outputs like water. Would you be willing to use water that is made from toilet waste?

o Follow-on: Would you be willing to use water that is recycled from the water that goes into your toilet?

[If no to willingness] Follow-on: Why not?

[If yes to willingness] What would you use recycled water for?

Potential usage of recycled water

Drinking Cleaning dishes

Cooking Showering

Cleaning floor Gardening

• Can you tell me about your electricity access in this house/apartment?

Electricity spending Number Unit

How much money do you spend on electricity per month? INR/month

What is your electricity consumption? kWh/month

kWh/year

How much do you pay per kWh? INR/kWh

o Follow-on: What are some of the problems you face or have faced regarding electricity provision?

Probe for electricity problems

Electricity isn’t available all the time Voltage is too low to properly use electrical appliances/lights

Electricity cuts are unpredictable Voltage variances damage appliances

Follow-on: Which of these problems are the most critical/troubling?

Follow-on: Are you ever unable to use certain devices because of shortages in electricity? Which is most problematic?

o Follow-on: What alternatives successfully address these problems?

Follow-on: What are their disadvantages?

• Electricity checks

o Do you have an electricity connection in your toilet? (look for bulbs and exhaust fans)

o Do you have a plug point in your toilet?


o Do you have a 220 voltage connection in your house?

o [If not covered with appliance loop] When you buy electric appliances, is electricity consumption an important decision criterion?

o Follow-on: Have you ever generated your own electricity (e.g., through a solar panel or diesel generator)?

[If yes] How did you generate electricity?

[If yes] For what purpose did you generate electricity?

[If no] Why not?

o Follow-on [if respondent shows interest in generating electricity]: The toilet technology we are working on may produce electricity. Would you be willing to use electricity that is made from toilet waste?


[If yes to willingness] Follow-on: What would you use it for?

– Follow-on: How far are these appliances from the toilet? How far is the closest appliance from the toilet?

The toilet technology we are working on may be able to produce other things other than water and electricity.

• Test by-product: Gas

o Do you currently use gas for any household usage?

o Would you be willing to use gas made from toilet waste?

[If yes to willingness] Follow-on: For what use?

Probe for potential usage of biogas

• Cooking—gas stove • Heating rooms—gas radiators

• Lighting—gas lamp • Refrigerating—gas refrigerator

• Heating water—gas water heater

[If no] Why not?

• Test by-product: Liquid fertilizers

o Do you currently use fertilizers for any household usage? (e.g., gardening)



[If yes] What quantity do you use? kg/month

[If yes] How much does it cost you? INR/month

INR/kg

o [If yes to current use] Would you be willing to use fertilizers made from toilet waste?

[If yes to willingness] Follow-on: How would you use them?


• Test by-product: Ash

o Do you currently use ash for any household usage? (e.g., gardening or insect repellant)

Follow-on Number Unit [If yes] What quantity do you use? kg/month

[If yes] How much does it cost you? INR/month

INR/kg

o [If yes to current use] Would you be willing to use ash made from toilet waste?

o [If yes to willingness] Follow-on: How would you use it?

Probe for potential usage of ash

• Pest repellent—gardening • Combine with charcoal to produce fuel balls

• Substitute for soap to wash hands • Odor suppressant

o [If no to willingness] Follow-on: Why not?

• [If not covered with appliance loop] When you buy electric appliances, is noise an important decision criterion?

• [If not covered with appliance loop] Would you be bothered if a fan or exhaust in your toilet made as much noise as an A/C?

• Would you be bothered if a fan or exhaust in your toilet made as much noise as a car?

• Seasonality: Can you tell me about some of the problems you face in your living space across the summer or monsoon season?


Probe for seasonality problems Monsoon season Summer

• Floods • Electricity shortages

• Electricity shortages • Water shortages

• Water shortages • Heat inside the house

• Septic tank/toilet overflow


• Follow-on: Is it problematic or uncomfortable for you or your family when your toilet heats up slightly in the summer months—say by 2°C?

• Follow-on: Would you consider it a problem if the toilet room has a chemical smell (e.g., burnt plastic)?

• Follow-on: Would you consider it a problem if the toilet room has a burning flame to process the fecal matter?

• Connections to VC actors/customers

Name Actor type Phone number E-mail address 1.

2.

3.

4.

5.

The interviewer should also ask the respondent for contacts of relevant VC actors based on the following list:

• Contact of suppliers (e.g., manufacturers or vendors)

• Contacts of installers, when different from suppliers (e.g., contractors or masons)

• Contacts of operations and maintenance providers

• Contacts of collection providers

• Contacts of financiers

• Contacts of marketers, when different from suppliers

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