Uganda (2008): FoQus for Qualitative Segmentation Study Identifying Drivers of Use of Intra Uterine Devices and Hormonal Implants among Women

This study aims to gather information useful for designing the following five elements of the concept for use of IUDs and implants, campaign or message personality, the position, and the marketing strategy. Specifically, the study objectives are to: (a) Identify beliefs to reinforce and beliefs to change related to use of IUDs and implants (b) Build one or more character archetypes (c) Identify current strategies used to behave, either by the target audience members themselves or positive deviants (d) Understand current brand perceptions IUDs and implants (e) Describe target audience members'™ opportunity, ability, and motivation to process family p lanning communications. Between October and November 2008 PSI Uganda will conduct a FoQus on Segmentation study to gather information on drivers of the using IUDs and implants. Spoken narratives will be used to collected data for each of these products. This method was chosen for its ease of use and the rich data that emerge when study participants are given an opportunity to share their personal stories. Spoken narratives allow researchers (and marketers) to make an emotional connection with the target audience and help create a picture of the typical experience. Storytelling is a fundamental human way of relaying information, so data collection feels natural to both moderators and participants.