Le Phan Minh Huy, Melius Vietnam

Nguyen Hung, Melius Vietnam

Le Boi San, Melius Vietnam

Nguyen Do Huyen Vi, Melius Vietnam

Nguyen Phuc Bao Han, Melius Vietnam

Tran Phuong Trang, Melius Vietnam

Tao Giang My, Melius Vietnam

Nguyen Ngoc Yen Nhi, Melius Vietnam

Trinh Yen Nhi , Melius Vietnam

Le Nguyen Xuan Dieu Phuc, Melius Vietnam

Dang Lu Hong Ngoc , Melius Vietnam

Pham Nguyen Bao Chau, Mentis Vietnam

Nguyen Ngoc Bao Han, Mentis Vietnam

Cao Van Duy, Mentis Vietnam 

Nguyen Tan Sang, Purple Vietnam

Pham Thanh Duc Tuong, Purple Vietnam 

Dinh Thi Yen Nhi, Safe Place Vietnam 

Tran Xuan Linh, Coach of Melius Vietnam

 

TABLE OF CONTENTS

1. Introduction

2. Social issues và Root causes

2.1 Definition of primary and secondary data research

2.1.1 Secondary data research

2.1.2. Primary data research

2.2. Secondary data research process

2.3. Primary data research process

2.3.1 Qualitative (interview)

2.3.2 Qualitative research process

2.3.3 Quantitative (survey)

2.4. Results

3. Impact Gaps

3.1 Landscape

3.2 Accuracy data

3.3 Privacy

3.4 Children in remote areas

4. Social Solution

5. Conclusion

6. Reference

1. Introduction

Around us, children are suffering from many disadvantages, especially in eating and drinking, leading to children not developing and growing up in a perfect environment. Malnutrition and being overweight are serious problems that can adversely affect children’s physical and mental development (UNICEF, 2019). Families can easily access and deliver healthy meals for children by creating an app that provides nutritious meal options, contributing to their overall health and well-being.

In this report, the author will present the project, social issues, root causes, impact gaps, and social solutions based on the knowledge learned from the course SBC101 “Principles of Social Innovation” while also applying models and research methods, including quantitative and qualitative research.

2. Social issues và Root causes

Melius thoroughly conducts Primary and Secondary research to verify the initial hypotheses and findings, as a solid basis for making actions to adapt well to customers’ willingness and tackle their pain points.

2.1 Definition of primary and secondary data research

There are two types of data gathering: primary and secondary, and both data collection and analysis depend on the methodology used.

2.1.1 Secondary data research

Secondary research is a common research method used to collect primary data and start a research process, often used in research designs. It uses data gathered by someone else and is a method of studying existing data (George, T., 2023).

2.1.2. Primary data research

Primary data is original information gathered directly from its source and is unique to the research. It can be collected through various methods such as surveys, interviews, focus groups, and experiments. Primary data can be either qualitative or quantitative and provides insight into a specific issue or problem being studied. Research frequently uses it to understand people’s opinions, behaviors, attitudes, and preferences (Cypris Website, 2022). Examples of primary data of this report include qualitative (interview) and quantitative (survey).

2.2. Secondary data research process

The team focused on the UN Goals and collected relevant data through secondary research from authorized and official sources. These sources included UNICEF, WHO, Vietnam Nutrition Consultation, and the Ministry of Public Health. This data was collected to ensure that it met the necessary qualifications and could be used to support the team’s goals.

2.3. Primary data research process

2.3.1 Qualitative (interview)

In order to verify the hypothesis and critical findings from secondary research, the team attempted to conduct primary research by gathering information directly from 27 stakeholders, which included 24 parents and 3 nutritional experts. The primary research was conducted through in-depth interviews to obtain the stakeholders’ findings, insights, and recommendations. 

2.3.2 Qualitative research process

We established interview objectives in order to acquire outcomes through qualitative research. Customers are primarily mothers with children aged 0 to 12. After accumulating the replies, we evaluate them by encrypting the customer’s identity for data protection and then categorizing the data into three major areas for ease of analysis. Our consumers are classified into two groups: those who have learnt and experienced nutritional care apps (High Awareness: HA) and those who are less interested (Low Awareness: LA).

 

 

In addition, we developed three key themes from the interview scripts that we used as the foundation for our classification analysis.

Theme 1 Perception of problems in children (1)

Theme 2 Habits for preparing children’s meals (2)

            Theme 3 Expectations from moms for Melius application (3)

Being overweight, according to early studies, refers to having an excess of body weight, often due to an excessive buildup of body fat. It is commonly calculated by determining a person’s BMI, which is a measure of body weight in relation to height. Malnutrition, on the other hand, is a condition in which the body does not get enough nutrients to operate effectively. It might be owing to a lack of access to a diverse range of nutritious meals, or it could be related to a difficulty to absorb nutrients as a result of an underlying medical problem. The number of children in the globe, and particularly in Vietnam, has reached an alarming level. One in every three children in Vietnam will be fat or malnourished (UNICEF, 2019). After conducting secondary research, we discovered that the root cause of this problem is due to four major factors: individual, family, community, and external factors. Our qualitative investigation has shown the fundamental factors in regard to our primary study. Almost all consumers are aware of the dangers that childhood hunger and obesity pose. However, up to 72% of customers said it is difficult to plan and prepare nutritious meals for their children.

Melius Qualitative Research Report 

2.3.3 Quantitative (survey)

The team conducted a comprehensive study of data from over 400 online surveys completed by their target audience of mothers. This study aimed to analyze the overall patterns and grouping information of the survey responses to use this information to develop our product.

2.4. Results

Following secondary research, the apparent causes may be broken down into the following 4 factors: family, community, government and external factors.

First, Family factors can significantly impact the nutritional status of individuals, particularly during and after pregnancy. One major issue is the need for more nutrients, which can occur due to inadequate dietary intake or poor absorption. Additionally, adequate nutritional knowledge can prevent individuals from making poor food choices and failing to meet their dietary needs. Feeding children unscientifically, such as providing an unbalanced or restricted diet, can also contribute to poor nutrition. Limited time to prepare adequate meals can exacerbate these issues, as individuals may resort to fast or convenient meals that often need more nutrients. Finally, for some families, the cost of healthy food can be a barrier to achieving a well-balanced diet, leading to a higher intake of less nutritious foods. Addressing these family factors is crucial for improving nutritional outcomes and promoting overall health and well-being.

Second, Community factors can also play a significant role in shaping individuals’ diets and lifestyle habits. One key issue is the prevalence of unhealthy food marketing and advertising, which can influence individuals to make poor food choices. Additionally, the limited availability of healthy food options in particular areas can make it difficult for individuals to access nutritious foods. Lack of healthcare services and specialized doctors can also hinder achieving good health outcomes. Limited access to safe spaces for physical activities, such as parks or recreation centers, can discourage individuals from exercising regularly. Social norms and cultural beliefs can also be a factor, as some cultures may prioritize certain foods or discourage certain types of physical activity. Finally, unauthenticated sources of information can lead to confusion and misinformation about what constitutes a healthy lifestyle. Addressing these community factors is essential for promoting healthy behaviors and improving overall health outcomes.

Third, Government factors can also impact individuals’ ability to access and maintain a healthy diet. One issue is the need for more regulations or policies regarding the nutritional content of food products, which can lead to a lack of nutrients in some foods. Additionally, adequate nutritional education programs can contribute to better knowledge and understanding of what constitutes a healthy diet. The government’s role in ensuring that individuals have access to affordable, healthy food options is also essential, as limited affordability can make it challenging to maintain a nutritious diet. Finally, policies and programs that support families and individuals in their efforts to consume a healthy diet, such as subsidies for healthy foods or nutrition education programs, can effectively address these government factors. Governments can play a critical role in improving public health outcomes by prioritizing the promotion of healthy diets and lifestyles.

Last, External factors like natural disasters and climate change can significantly impact people’s ability to access and maintain a healthy diet. These factors can disrupt food supply chains and lead to food shortages, causing limited access to nutritious foods and resulting in malnutrition or other health issues. Addressing these factors requires a multi-faceted approach that includes disaster preparedness, sustainable agriculture practices, and efforts to mitigate the effects of climate change. By recognizing and addressing these external factors, individuals and communities can better prepare for and adapt to challenges in maintaining a healthy diet in the face of natural disasters and climate change.

From the root causes of secondary research, we conduct verification of findings through primary research, including qualitative interviews with experts and target customers and quantitative online surveys.

The primary research results indicate that mothers are aware of the importance of childhood nutrition-related disorders, with 100% of respondents indicating their significance and effects. However, 72% of mothers need more nutrition knowledge to provide nutritious menus for their children. The primary research also identified three root causes of childhood nutrition disorders linked to family factors. These root causes are centered around mothers’ perceived lack of nutrition knowledge and difficulty providing healthy meals for their children. Secondary research identified an additional root cause stemming from community factors. Most mothers believe that their children’s nutrition problems are due to their lack of knowledge and not providing adequate nutrition, with a lack of scientific knowledge about nutrition being identified as the most significant cause. Addressing these root causes will be critical in improving childhood nutrition and promoting better health outcomes for children.

Melius Quantitative Research Report

3. Impact Gaps

Melius utilized the Impact Gaps Canvas to identify the market’s unsatisfied vulnerabilities after doing research to better grasp the target social issue and fundamental causes.

The Impact Gaps Canvas is a tool for monitoring the situation before beginning to develop a solution. This paradigm is based on three factors: the problem’s core cause, the remedy, and the gap. Melius discovered the four major flaws of existing solutions after utilizing the Impact Gaps Canvas to identify the limitations of current rivals. 

Impact gap figure (4)

3.1 Landscape

Currently, the number of malnourished and obese children in Vietnam has reached an alarming level. According to UNICEF (2019), one out of every three children is malnourished or obese. According to UNICEF (2019), more than 70% of children in Vietnam’s mountainous areas are malnourished. Furthermore, the economic losses in low- and middle-income countries due to diseases associated with overweight and obesity will exceed US$7 trillion between 2011 and 2025.

3.2 Accuracy data 

Currently, programs to disseminate nutrition knowledge are receiving little attention in Vietnam. The training sessions mostly focused on teaching parents and children about complimentary meals. As a result, parents in Vietnam struggle to identify and refer to credible sources of nutritional knowledge.

There are several applications on the market that may help parents learn about nutrition. Furthermore, some organizations or businesses provide nutrition propaganda and education to parents. However, as previously stated, the training sessions focused primarily on introducing complementary foods to parents and children. However, the data provided by the applications is only for reference purposes, is inaccurate, and has not been verified.

Reputable reference information sources are regarded as beneficial ways for parents in the process of child rearing. These sources of information, however, are either very limited or lack accuracy and authenticity.

3.3 Privacy

Customers are particularly concerned about the application’s security. One of the challenges stopping users from adopting internet apps is the fear of disclosing personal information. Despite the fact that this is an important consideration, the security of apps on the market is still rather low.

3.4 Children in remote areas

One of the remaining gaps is for families living in challenging circumstances or in remote areas. In terms of economy and circumstances, this is a sector of clients that have trouble accessing traditional business solutions. According to UNICEF (2019), up to 75% of Vietnamese children in highland areas are malnourished. This is a highly concerning figure on the nutritional status of Vietnam’s highlands. One of the causes for this figure is a lack of economic conditions, as well as the living conditions of the people that live here.

4. Social Solution

Based on the gaps indicated above, the Melius project is created using the Social Constructionist methodology. Melius’ goal is to alleviate nutrition problems, lower childhood malnutrition and obesity rates, and create a healthy next generation to fill those gaps.

Social constructivism is a theoretical perspective that holds that the world and our perception of it are formed and molded by social and cultural interactions. In other words, social constructivism maintains that our view of reality is built by language, culture, and social institutions rather than absolute truths. According to social constructivists, the meanings we attribute to things like race, gender, and sexuality are not inherent or immutable, but rather are produced by society via historical and cultural settings. They also contend that power dynamics play an essential part in forming social structures, since those in positions of power are frequently able to push their meanings and interpretations on others.

As a result, Melius decided to give two options:

Melius provides three distinct aspects that are depicted on our idea board to differentiate itself from the competition.

• Create and recommend meals for parents depending on their children’s BMI or accessible foods

• Consulting and supporting 24/7 with users directly with the integration of AI technology.

• Contact a nutritionist directly or schedule an appointment at a recognized pediatric hospital.

Concept board is a form of stimulus material, comprising visual and/or verbal representation of an idea for a product or service, often outlining its attributes and benefits and used to present this idea to participants in research. These are usually mounted on large boards so a group of people can easily see them. 

                Concept board figure (5)

To ensure its reliability, we conducted a qualitative study with a total of 403 samples using a Google Form.

Figure 1 People are interested in the features of Melius (6)

Figure 2 People appreciate Melius’ distinctiveness (7)

Figure 3 Customers are willing to pay a premium for the premium model (8)

Melius also defined our vision, mission and social mantra. A Mission Statement is a definition of the company’s business, who it serves, what it does, its objectives, and its approach to reaching those objectives. A Vision Statement is a description of the desired future state of the company. An effective vision inspires the team, showing them how success will look and feel.

• Mission: Nurturing healthy Vietnamese future generations with comprehensive nutrition, raising social awareness about the significance of nutrition parallel with giving a solution to help parents care for and raise their children.

• Vision: To become the most trusted nutrition care app in Vietnam, where families can rely on the solutions and services provided by Melius.

• Social mantra: MELIUS improves and nurtures healthy Vietnamese future generations with comprehensive nutritious meals

5. Conclusion

Melius has recognized societal issues, as well as the fundamental causes of problems, using a variety of applied approaches and ideas. At the same time, the Impact Gap Canvas was utilized to identify present vulnerabilities in order to suggest solutions to remedy such gaps. Melius’ ideas have been validated by concept boards via quantitative research with over 400 people. Melius received a lot of favorable comments from clients via the survey.

Reference

UNICEF (2019) Poor diets damaging children’s health worldwide, warns Unicef, UNICEF. Available at: https://www.unicef.org/timorleste/press-releases/poor-diets-damaging-childrens-health-worldwide-warns-unicef (Accessed: April 28, 2023).

Cypris Website (2022) What is primary data and secondary data in research methodology, Cypris Website. Available at: https://blog.cypris.ai/what-is-primary-data-and-secondary-data-in-research-methodology/ (Accessed: April 28, 2023).

George, T. (2023) What is secondary research?: Definition, types, & examples, Scribbr. Available at: https://www.scribbr.com/methodology/secondary-research/ (Accessed: April 28, 2023). 

UNICEF (2019) Báo Cáo Tình Hình Trẻ em Thế Giới Năm 2019, UNICEF Việt Nam. Available at: https://www.unicef.org/vietnam/vi/b%C3%A1o-c%C3%A1o/b%C3%A1o-c%C3%A1o-t%C3%ACnh-h%C3%ACnh-tr%E1%BA%BB-em-th%E1%BA%BF-gi%E1%BB%9Bi-n%C4%83m-2019 (Accessed: April 29, 2023).

UNICEF (2019) Feeding my child – unicef.org, UNICEF.ORG. Available at: https://www.unicef.org/afghanistan/sites/default/files/2020-11/Feeding-my-child-mothers-SOWC2019-companion-report.pdf (Accessed: April 29, 2023). 

Access here for all Melius’ case study figures: Melius – case study figures

Melius Quantitative Research Report

Melius Qualitative Research Report