This episode focuses on ‘audience segmentation’ of young people (15-24 year olds) in Kenya, ahead of the 2017 national elections.

We discuss why ‘youth’ is not a homogeneous group and discuss five ‘audience segments’ that we found when we asked young people in Kenya about their relationship to politics, governance and voting.

For more on this research, READ this blog post and the full research HERE

Featuring: Sylvia Thuku & Anastasia Mirzoyants, from our Knowledge & Learning Team

Produced by: Stephanie Boy

Send your feedback to our presenter Richard Darlington on Twitter: twitter.com/RDarlo

To listen to other episodes in the Well Told Story INSIGHTS podcast, check out our SoundCloud page HERE