Myanmar (2008): FoQus on Segmentation on the use of Long Term Family Planning Methods among Women of Reproductive Age

PSI seeks to gain an in-depth understanding about the drivers and barriers for providers to include the IUD as part of their family planning practice and for women to use the IUD as long term family planning method. No TRaC study has been conducted with these groups. In Myanmar, data from Fertility and Reproductive Health Survey, 2001 show that 63 percent of currently married women are not using any contraception and most commonly cited reasons for not using include lack of knowledge, respondent opposed and health concern. Among them, 68.5 percent intend to use contraception in the future, of which only 3.6 percent intend to use IUDs. In addition, women who choose an IUD are more likely to be married, rural, older (>30yrs) and have more living children. FoQus on Segmentation is the process of discovering and refining an idea into a complete description for branding a product, service or behavior. It uses qualitative research to facilitate more effective social marketing activities and give voice to the target audience.