Mexico (2009): Understanding factors related to obesity and overweight among young people in Toluca, Estado de Mexico

This report presents results from a FoQus on Segmentation process carried out with young men and women aged 15-19 years in the city of Toluca, Estado de Mexico. FoQus is a process of producing, analysing and synthesising qualitative data into a format which social marketers can readily use to make programmatic decisions. The work was carried out to provide evidence for PSI Mexico (PSI-M) to design a pilot social marketing programme to prevent and reduce obesity among young people. The programme is likely to focus on promoting physical activity and drinking water (as opposed to sugary drinks).