This study aims to generate a deeper understanding of how youth in Jordan make choices that shape their engagement in education and training and their transition into gainful employment, and how these choices are influenced by the systems and environments around them. This report was produced by Magenta with technical support from Sama.

Working with Magenta under the Youth Grow Activity, Sama  provided national research expertise for a behavioral analysis designed to inform youth economic empowerment interventions in Jordan. Sama contributed to both qualitative and quantitative components of the study, supporting the design and delivery of focus group discussions, in-depth interviews, and a large-scale survey with over 1,100 youth across diverse demographics. The study applied structural equation modelling and segmentation analysis to generate evidence-based youth personas and behavioral profiles, highlighting drivers, barriers, and contextual influences on economic participation. Sama’s role focused on ensuring local contextual relevance, youth-responsive lines of inquiry, and high-quality data collection and analysis, feeding into the development of a targeted social and behavior change (SBC) strategy and practical tools for program design and planning.