CHUAN.KIT
How might we trigger curiosity of Thai Millennials and keep them up-to-date with political and economic situation of the world?
Background
The purpose of this project is to create a sustainable business to solve an ongoing social problem in Thailand through exploration of cultural sensitivities, economic and political structures, social issues and business opportunities. This project is a passion driven project with core goal to explore and understand the relationship between information and Thai people. Through the support of Social Venture Studio class, I got to spend two months in Thailand to conduct market research and come up with a social venture that would solve the problem.
Role: Project manager, Research Designer, Researcher
Duration: 3 months, summer 2017
Location: Chiangmai, Thailand
Passion & Purpose
" Why don’t I ever ask questions in class?
Why do we as a society has very little curiosity about what's going on in the world? "
Those are the two questions that I have been asking myself since Day1 that I came to study in San Francisco. This project is a passion driven project with core goal to explore and understand the relationship between information and Thai people. Through the support of Social Venture Studio class, I got to spent 2 months in Thailand to conduct market research and came up with a social venture that would solve the problem
Finding Meaning
Two rounds of research were conducted, with the objective to find the ‘MEANINGS’ that people are seeking for from the information spreading in society.
The first hypothesis was that language is a barrier for Thai people to excess to global information. However, after first round of research I came to realized that that majority of people do not feel the limitation instead they feel overwhelm by the amount of information they got excess too. It also became clear that the woPrd ‘Information is too broad.’ During the research I noticed that there are unique and interesting expressions when people talk about news especially hard news. So I decided to focus the second round of research to understand – the millennial relationship with hard news.
For the second round of research, I used cards as a tools to better understand people’s perceptions of news and their knowledge about current situation in the world. The outcome showed significant disconnection between ‘what people think they should know,’ ‘what they think they know’ and ‘what they actually know.’ We also found that people are seeking for the meaning of TRUTH and FREEDOM because of political situation in Thailand and how that effect press freedom
What If...
we change the way people interact with news, encourage people to crowdsourcing truth and turn questions into currency?
Solution
Chuan.kid: a Thai word which means ‘invitation to think’
It is a social venture that triggers curiosity of millennial Thais. We offer the sense of enlightenment, truth, and freedom. By providing credible, well-designed and interactive content that incentivizes interaction with news media.
We will provide interactive info graphic which present facts and crowdsource truth from people. Users earn points by sharing opinions, asking and answering questions. All points can be redeem at both large organization and local business.
Business Model
We are adopting win.win.win business model where user got our service for free, companies which partner with us save their advertising cost and Chuna.kid gets revenue from the percentage of product purchased from points. With this model, the barrier to entry to out platform is very low which will attract small and medium local businesses.
Growth Cycle: More users attract more companies, while more companies also attracts more users
