Myanmar (2009): FoQus for Qualitative Segmentation on Seeking Malaria Diagnostic Test for under five children in Malaria Endemic Areas in Myanmar

PSI/Myanmar seeks to gain an in-depth understanding of the drivers and barriers for the people to seek malaria diagnostic test (in order to receive prompt and appropriate treatment) within 48 hours of onset of fever. Little is known about what motivates them to seek early diagnosis (i.e., with 48 hours of onset of fever), and their opportunity, ability, and motivation (OAM) to seek early diagnosis. PSI will use the results of this FoQus for Qualitative Segmentation study to develop new messages convey by the IPCs. A new mass media campaign will also be developed using the findings of this study. FoQus for Qualitative Segmentation is the process of discovering and refining an idea into a complete description for guiding intervention design and branding a product, service, or behavior. It uses qualitative research to facilitate more effective social marketing activities and give voice to the target audience.