QUALITATIVE RESEARCH PRESENTATION

EMPOWER
Muhammad Waleed
Mohammad Omar Khan
Sirwaich Ali Narejo
Zaamin Raza
WHAT PROBLEMS ARE PREVENTING
ASPIRATIONAL WOMEN FROM BECOMING
FINANCIALLY INDEPENDENT
AND
HOW CAN THESE BE OVERCOME TO
INCREASE FEMALE PARTICIPATION IN THE
OVERALL ECONOMIC OUTPUT?
 No emotional / moral support Follow exact timings

Permission from immediate family Home chores after work

FAMILY MORAL UNREASONABLE
SUPPORT EXPEXTATIONS
Permission from In-laws Contribute financially

Lack of trust in working Early marriage

women

COMMON
BARRIERS

Unwanted Staring Verbal & Physical Harassment

Verbal Harassment Pay Gap

TRAVELING WORKPLACE
Touching / bumping ISSUES ISSUES Lack of opportunities

Not comfortable in public Discrimination in

buses performance evaluation
 RECOMMENDATIONS
Awareness
• Morning shows for women
• Advertisements during news
hours
• Government sponsored
drama or web series
• Early education reforms
• Seminars and campaigns in
universities and offices
Penalize Security
• Laws and regulations • Popularize apps that
against harassment instantly alert police
• Portal for anonymous against issues and follow
complain against workplace up
harassment issues
• Force organizations to
provide transport facility
 Skills (A) Marital Status (B)

A1 - Professional B1 - Single
A2- Administration B2 – Engaged / Married
A3 - Vocational B3 – Divorced / Widowed
A4 - Business

Family Support (C) SEC (D)

C1 - Positive D1 - SEC A
C2 - Neutral D2 - SEC B
C3 - Negative D3 - SEC C

Target Audience
Aspiration / Motivation (E)
Age 18-35
SEC ABC E1 – High
Skilled women E2 - Low
Educated women
Willing to work
TENACIOUS RESILIENT

A1 – Professional Skills A1 – Vocational Skills

B3 – With Kids
C2 – Neutral 01 02 B1 – Married
C3 – Positive Family Support
D3 – SEC B D3 – SEC B
E1 – High Aspirations E1 – Low Aspirations

AMBITIOUS DAUNTLESS

A1 – Professional Skills
B1 – Single
03 04 A1 – Professional Skills
B1 – Single

C1 – Positive C3 – Negative Family Support

D3 – SEC A D3 – SEC C

E1 – High Aspirations E1 – High Aspirations

TOP BARRIER
DAUNTLESS

A1 – Professional Skills FA M ILY

UNR E ASO NAB L E T R AVEL LING WOR K PLA C E
M OR AL
B1 – Single E XPE C TATIONS ISS UES ISS UES
S UPP PORT
C3 – Negative Family
Support
D3 – SEC C PROJECTIVE
E1 – High Aspirations TECHNIQUE

GENERAL
PROBING
QUESTIONS

RECOMMENDATIONS
PERSONALITIES TOP RECOMMENDED
BARRIERS SOLUTIONS

tenacious Un realistic expectations Digital Platforms

ambitious Stereotypical family thinking Awareness

PERSONALITIES TOP RECOMMENDED
BARRIERS SOLUTIONS

resilient Had to quit after her kid Flexible working hours/

Daycare

dauntless Pressure from in laws Awareness

 QUANTITATIVE
APPROACH

PERCEPTUAL MAP FOR PERCEPTUAL MAP FOR

SAMPLE PROFILE
TOP TWO BARRIERS TOP TWO SOLUTIONS

General Questions To Define Defining The Top Barrier Score (1-5) Questions For
Personalities (Ranking Questions) Overcoming Solutions
 APPENDIX

Interview 01 - Iqra
Interviewer: Assalam u alaikum. Aap ka buhat shukriya apna keemti time dainay k liye. Mera naam Sirwaich Ali hai. Main aur meri team
milkar aik project pr kaam kar rahe hain jiska maqsad yeh janna hai ke wo kon si rukawatain hain jo baray shehron mai rehne wali
khawateen ko kaam karne se rokti hain. Aap ka taaluq kyunki Karachi se hai to aap ka nazarya humain is research mai kaafi madad
karega. I hope aap aur aaap ki family safe hei during all this corona mein?
Respondent: G Alhumdulillah
Interviewer: Aap ki share ki gyi har maloomat hum record karenge taakay humey baad mai asaani ho. Agar aap ko is hawalay se koi
concern hai to please batayen?
Yeh discussion takreeban 30 minutes tak chalega. Agar aap ko kuch poochna hai kisi bhi hawalay se to pooch sakti hain. Agar nahi tou
hum phir start karte hain.
Chalen, aap k introduction se shuru kartey hain. please apna naam ke saath yeh bhi batayen ke aapne kahan tak parhayi complete ki hui
hai?
Respondent: Mera naam Iqra hai and mei MPA kr rahi hun KU se evening mei. And mei ne interior designing ki hai, us mei job bhi ki hai,
and ghar mei tuitions parhati thi
 
Interviewer: Next hum aik choti si activity karenge jisme main hum milkar ek kahani ko complete karenge. Main shuru ka part aapko
bataonga aur phir baaki ka part aap complete karengi apni marzi se.
Mishaal, apni balcony mai chaye pee rahi thi ke uski nazar kuch larkiyon pe pari jo college se wapas apne ghar ko jarahi theen. Yeh dekh
kar Mishaal ko apne college ke din yaad agye ke kitne shauk se usne Computer Science ki degree complete ki thi aur poorey college mai
top kiya tha. Wo sochne lagi ke kaash wo bhi apne Bhai ki tarah ek baray software house mai kaam kar rahi hoti.
Is kahani ko mukammal karen. Kia waja hosakti hai ke Mishaal job nahi kar parahi, jabke wo khud chahti hai karna.
Jitni detail main bta sakti hain aap mention karden.
Respondent: Bohat saray mislay ho sakte hei jaise k parents ki taraf se mislay hounge permission k ya society ki taraf se
issues hounge jaise loug bolei ge k beti k paise kha rahe hein and all ya conveyance issues lane lejane wala koi nhi hoga ya phir security
issues kiu k mujhe yeh sab rahe hein isi liye I can relate.
Interviewer: ab hum questions ki taraf move on kare ge jo bilkul aap se and aap I family se realted hounge.
Aap nay pehle koi job ki hai? Ya abhi bhi karti hain?
Respondent: Jee, 2 jobs kiye hein mei ne and tuitions bhi parhana end kr diya hy ab tou kuch months se.
Interviewer:
Acha tou kia jobs ki hein aap ne?
Respondent: Mei ne interior designing ka course kia tha 1 saal ka basic and advance from Karachi School of Arts se tou wo jab end hua
tou mujhe wahi se offer agai as an assistant interior designer (instructor) and phir aik interior designing studio hai DHA phase 2 mei,
waha bhi job ki mei ne lekin sirf 3 weeks hi kit hi.
Interviewer:
Acha abhi aap k Ghar mein main kaun kaun Job ya business karta hai?
Respondent: Abhi, sirf Baba mere father business krte hein and meri behen freelance kaam krti hycontent writing ka. WO BBA kar rahi
hy Iqra University se.
Interviewer:
Aap apnay ikhrajat k liye kis pay dependant hain? aur kya usk ilava apka apna koe amdani ka zarya hay ?
Respondent: Mei Class 8 ya 9 se jab se mei 15 saal kit hi tabse earn kr rahi hun tou mere paas hamesha se apne pese hotay hei tou mei
har cheez k liye paise nhi mangti apne Baba se lekin abhi meri koi source of earning nh hy tou me totally apne father pr dependent hun.
Shopping wagera sab. Pehle bilkul bhi nhi thi as in har mei paise nhi deti thi magar dependent nhi thi bilkul bhi apne personal expenses k
liye.
Interviewer:
Kya ap Maashi khudmukhtaari ko zaruri samjhti hain? Agar Han/na tou kyun?
Respondent: Zaruri hy, kaafi zaruri hy. Dekhei bilkul kisi pr denpendent hona tou sahi nhi hy na, aaj kal itni mehengai hy, aur economy ka
jo haal hy tou women ko support krna chahiye apni families ko aur atleast agar families ko nhi tou khud ko tou support karein, zaruri
hota hy kaafi mere hisab se.
Interviewer:
aap bachpan mein barey hokar kya banna chaheti thi? Jaise mujhe footballer banna tha:
Respondent: aik tou mujhe teacher banne ka shoq tha and dusra artist hy. Wo tou abhi bhi hy, banu gi IN SHA ALLAH
Interviewer:
Mustaqbil main kya plans hain aap k? artist banne se related hei ab ya kuch or?
Respondent: Jee han, mei calligraphy seekh rahi hun and usi mei IN SHA ALLAH kaam kru gi, Islamic Calligraphy and mei sab k sath share
kru gi kisi din apna art work.
Interviewer:
Aap k ghar walay aisi khawateen k baray main kya sochtay hain and kia views hei un k aesi khawateen k baray mei jo ghar se bahir jakar
job krna chahti hei?
Respondent: wasie meri family ki bohat typical soch nhi hai k larkiyo ko bilkul nahi bahir jana chahiye, is type ki soch nhi hy amagr
mere father sochte hei k as a father wo sara burden uthaye and humei kuch krne ki zarurat nhi pare
bilkul bhi tou wo chahte hei aesa zahir hy mei unki beti hun wo protect krna chahte hei mujhe. Agar mei beta hoti tou wo kuch or
sochte shayad. Unhe hamesha fikar hoti hai k hum kis k sath jarahe hei bahir, koi dost sath hy ya akele, sham se pehle ghar ajae ge ya nhi
etc. warna aesi koi soch nhi hy k larkiyo ko bahir nhi jana chahiye ya kuch. Warna loug sochte hei k larkiyo ko ziada azadi nhi deni
chahiye warna wo khud ko kuch samjhne lagti hei. Kuch larkay ya mard hotay hei jo aurto ko ya apni biviyon ko agay barhta nhi dekhna
chahte ya atleast khud se ziada agay barhta hua nhi dekhna chahte kiun k wo nhi dekh sakte k aurat un si ziada earn kare ya successful
ho. Ego issues bhi ajate hein, yeh hy wo typical soch ya phir yeh k larkiyan kitchen and ghar and bachay sambhal sakti hei aur kuch nhi
sambhal sakti hein aur unhe aur kuch sambhalne ki zarurat bhi nhi hai.
Interviewer:
Aap abhi MPA Evening mei kr rahi hei tou time hoga ap k pas din mei tou Agar aaj aapko ek achi job offer ho, apki pasand ki tou aap
karengi usse accept? Aur agar nahi to kia waja hogi na accept karne ki? Yeh bhi bataiyega ke kis tarah ki job karna chahengi?
Respondent: agar aesi job ho tou mei zarur krna chahu gi lekin mere father nhi krne dein ge mujhe koi job abhi and
mere fiancée bhi nhi krne dei ge.
Interviewer:
Tou aap share kr sakti hei k kia views hounge un k and kis waja se wo mana kre ge aap ko job krne se?
Respondent: 2 hi wajuhaat hei, nahi mere father sochte hein k ab bas parhai poori kar k shadi krdei meri, apni zimmedari poori krdein
wo jaldi se and mere fiancée bhi security issued ki waja se. lekkin wo force nhi krtay mujhe kisi bhi cheez pr kiun k wo mere abhi
husband nhi hei lekin han wo bohat khusi se nhi bole ge k han jao, matlab wo chahte nhi hein k mei shadi se pehle ya shadi k baad job
Interviewer:
Ghar say bahr nikal kar kaam karnay main apko kya lagta hay kaun say mislay a saktay hain
Respondent: Us
ko kaafi logo se permission leni paregi bhai abbu etc, khandaan mei baatei na banei
yeh sochna pare ga, agar fiancée hai ya saas sasur hei unse puchna pare ga, aik lamba sisila hai
permissions ka kabhi tou mil kar bhi mana hojata hai baad mei. Yeh bhi hota hai. Phir yeh make sure karana pare
ga k kese ayegi kese jae gi. Timings ka batana pare ga ghar walo ko larko ki tarah nhi k kabhi bhi agaye and kabhi bhi chale gaye. Us k
baad ghar ki duties alag nibhani houngi, jaise mei apna ghar bhi sambhalna pare ga kiun k meri ammi nhi hei tou isliye sab manage krna
hota hai.
Interviewer:
Ap k hisab se society mein kin tareequn se Agahi laai jasakti hai k wo apni betiyun ya bahu ko kam karne k liye support dein? Jese aap k
inlaws hogaye aap k father and khandan walay? Kese educate krei in ko ?
Respondent: mere hisab se awareness mardo ko deni chahiye k larkiyo pr trust krei and un o support krein agar wo koi white collar job
krna chah rahi hein and apna career banana chah rahi hei tou us k husband ko chahiye k phir apne ghar walo ko wo handle kare, apni
bivi k liye itna tou kr hi sakta hai. And agar mei hun jese unmarried hun tou mere father ko chaiye k saray
khandan walo ko handle kare.
Interviewer:
Aap apni wujuhaat ko samne rakhte hue, kia future mai jakr aap apni beti ya choti behen, jo job karna chahay, allow karengi? Kyun?
Respondent: han bilkul karungi bas itna ho k wo safe secure rahe phir jese chahe wo apna careera banaye I would definitely support kru
gi.
Interviewer:
Din ke waqt aksar kaam par jatay hain tou ana jana paidal hota hai? Safe feel karti hain aap?
Respondent: hamare mulk mei tou aap secure feel nhi krte aap ko and mere parents family fiancée isi waja se insecure feel krte hein
kiun k hamare han mard apni behen beti k ilawa kisi aurat ko apni behen beti nhi smjhte hein. Humei bohat pareshani hoti hy bohat
ghura jata hy kabhi koi kisi ko touch krdeta hy tou har larki hi face krti hai aur ki hogi sab ne. hamara maashra aesa hogaya hy.
Respondent: han ki hai wese magar buses wagera nhi. Mei bus rickshaw use krti hun ya Uber Careem and Airlift maximum. Meri friends
hei jo points and buses use krti hein. Wo bolti hei k SHukar karo tum van mei jati ho, aesi condition kisi ki na ho k un ko buses mei jana
pare.
 
Interviewer:
Acha office environment mei aap ne kia problems face kiye and aaj kal ki khawateen kia face krti hei offices environments mei?
Respondent: mere tou yeh tha k jaha mei kaam kr rahi thi udhar sirf 2 aur log thay, aik mere boss and aik waha ka clerical staff. Kiun k
aik startup tha and I was the only interior designer and waha mei uncomfortable thi kiu k sannata tha jab k un dono ne kabhi mujhe tang
nhi kia na kuch. And dusri job meri instructor kit hi waha bhi mujhe kuch face nhi krna para. But dusri larkiyo ko face krna parta hai
colleagues ganday mazaak karte hei, flirt krte hein and all.
Interviewer:
Kia aap ki saari friends jo jobs kr rahe sab same problems face kr rahi hei?
Respondent: G han sab almost same hi face krti hein
Interviewer:
Agr ghar say kaam karnay k aur bhi mawakya hon tou kya lagta hay kaun say maslay hal ho jaengay un khawateen k liye jo abhi kaam
nahi kar pa raheen and konsay platforms hone chahiye k yeh sab mislay hal ho sakein khwateen k jo aap ne bhi face kiye?
Respondent: bohat saari cheezei hei wese, online ka zamana hy sara, bohat janne walay kar rahe hei mere, loug suits bech rahe,
jewelley bech raahe, makeup ka bohat ziada scope hy loug makeup sell kar rahe hein ajkal tou is type ka bohat common hy. Mei ne
socha tha try karun, meri aik friend live video sessions krti hy per month kuch 1 lac tak earn krti hy. I also tried magar mujh se hua nhi
theek se kiu k I am a type of introvert tou mera flop hogaya kiun k mujh se nhi hota yeh lelo wo lelo tou jin ko ghar beth kr kuch krna hy
wo kar sakte hein. Aur bhi cheezei hei jese silai (sewing) seekh le jis ko krni hy and ismei kuch backward nhi hy kiiu k larkiyan sochti hei
aese. Even mei bhi interested hun is mei jese mei Calligraphy ghar beth kr karu gi ja seekh lugi. Ghar bethe bethe earn krne k liye.
Acha is sab se kaafi mislay hal hojae ge, aap financially independent hojae ge, extra expenses kr sakte hei, family ko support kr sakte hei,
time acha pass hoga bajae gheebatei karei kisi ki and dramay dekhe TV pr.
Interviewer:
Pakistani ki economy ko made nazar rakhtay huye, apko kya lagta hay khawateen k business ya job karnay say kya farak parega?
Respondent: Han parega wese bohat pare ga bas larkiyo ko educate krna hoga. Kuch khawateen bohat talented hoti hei tou unka kisi
achay platform pr lejaya jaye and ghar k mard ko chahiye k unhe achay se support karein unko .
 
Interviewer:
Buhat shukriya apna keemti wakt dainay k liye aur hamari research ka hissa bannay ke liye. Humne shuruat ki thi ek kahani ke saath jisey
humne milke mukammal kiya tha. Uske baad humne mukhtalif sawalon se yeh jannay ki koshish ki ke baray shehron mai khawateen jo
kaam karna chahti hain aur maali tor par azaad hona chahti hain wo nahi kar parahi tou uske piche kia wujuhat hosakti hain.
Again, thank you apki participation k liye ! Khuda Hafiz!