Public Relations Research
PROJECT DESCRIPTION
This research project investigated the impact of digital literacy levels on the usage patterns of bKash among Generation X consumers in Bangladesh. Recognizing bKash as a transformative mobile financial service that has revolutionized transactions nationwide, the study sought to understand how varying levels of digital literacy influence adoption, transaction frequency, and overall user experience.
The research combined quantitative and qualitative approaches, including surveys, in-depth interviews, focus groups, and observations to evaluate Generation X’s knowledge, skills, and attitudes toward digital payments. By exploring the relationship between digital literacy and bKash adoption, the project aimed to uncover barriers faced by less tech-savvy users, identify motivators driving adoption, and develop actionable recommendations for expanding financial inclusion among this demographic.
PROJECT JUSTIFICATION
While bKash has become an integral part of daily transactions for millions, a significant portion of Generation X remains underrepresented in its active user base due to limited digital literacy. This gap represents both a challenge and an opportunity: empowering these consumers could not only enhance their financial convenience but also strengthen Bangladesh’s digital economy.
This project was necessary to identify the skills and knowledge gaps that hinder adoption, assess the demographic and behavioral factors influencing usage, and understand the unique barriers faced by older users. By grounding the study in practical, real-world contexts and aligning it with public relations and digital inclusion strategies, the research offers valuable insights for bKash, policymakers, and financial service providers aiming to foster broader, more equitable digital adoption.
LEARNINGS & OUTCOMES
Through this project, our team developed key research, analytical, and strategic skills, as well as a deeper understanding of digital financial behavior:
- Enhanced Research Design Skills – Learned to create structured, multi-method research plans tailored to specific demographic and behavioral contexts.
- Practical Application of PR Research – Applied public relations research frameworks to a financial technology case, aligning findings with actionable communication strategies.
- Understanding of Digital Inclusion – Gained insights into how digital literacy impacts financial inclusion and the steps needed to bridge generational technology gaps.
- Analytical Proficiency – Strengthened ability to interpret both statistical and thematic data to draw meaningful conclusions and recommendations.
- Collaboration & Project Management – Coordinated a multi-member team to execute tasks within a defined timeline, managing resources effectively.
- Ethical Research Practice – Applied strict ethical standards to protect participant privacy, ensure informed consent, and report findings transparently.
- Actionable Recommendations – Produced targeted strategies to improve digital literacy among Generation X users, enabling wider adoption of bKash services.