Navigating Adoption by Global South Users: The Case of Wikimedia Volunteers

​This case study by YUX offers key insights for companies attempting to grow markets and communities in the Global South. It describes the research approach conducted in four African countries for the Wikimedia Foundation, including the Foundation's motivation for focusing on the global South, the research teams and methodology, the impact of the work and how differences in position sparked debate. Key insights include the relevance of developing non-digital solutions, understanding the specific ways that African participants leverage their Wikimedia work, and addressing the uneven perception of Wikipedia as a neutral source of information. Constructive debate arose because the foundation team had little knowledge of Africa, which obliged the African researchers to be comparative-cultural experts and ethical champions. The case study also explores friction around the fact that, although emic perspectives from Africa had been sought by the foundation, ultimately the more complex solutions the research recommended were not prioritized. However, other recommendations were implemented: the research led Wikimedia Foundation to launch a community-support group dedicated to African Wikipedia volunteers and contributed to leveling up how the foundation supports its volunteer community globally.

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