Pakistan (2010) Who is Ali? Barriers and Drivers to Condom Purchase and Use among Rural Men in Sindh and Punjab Provinces

This study aims to gather data useful for designing the following eight elements of the concept for Sathi condoms aimed at rural men, ages 20-35. Between March and May of 2010 Greenstar/PSI Pakistan will conduct a FoQus for MP study to gather information in the above mentioned areas. Photonarrative interviews will be used to collect data. This method was chosen because it provides rich data that emerges when study participants are given an opportunity to document their lives and tell their pe rsonal stories. Photonarratives allow researchers (and marketers) to bring the target audience to life and help create a picture of the experience. Visual data, when combined with descriptions and explanations, provides marketers with access to the lived experiences of target audience members. Storytelling is a fundamental human way of relaying information, so data collection can feel more \"natural\" to both moderators and participants.

本研究旨在收集相关数据，用于为面向20-35岁农村男性群体的Sathi避孕套产品概念的以下八项要素开展设计工作。2010年3月至5月期间，巴基斯坦Greenstar/PSI机构将开展一项针对MP的FoQus调研项目，以在上述指定领域收集信息。本次调研将采用光叙事访谈法（Photonarrative interviews）收集数据。之所以选择该方法，是因为当研究参与者有机会记录自身生活、讲述个人故事时，能够产出丰富详实的调研数据。光叙事调研能够帮助研究人员（及营销人员）让目标受众的形象鲜活起来，并助力构建受众体验的具象图景。视觉数据结合文字描述与阐释，可帮助营销人员深入了解目标受众成员的切身经历。讲故事是人类传递信息的基本方式，因此这种数据收集方式对访谈主持人与参与者而言都更为「自然」。