MALAWI (2010): FoQus for Qualitative Segmentation exploring barriers and drivers of condom use among youth 18-24.

The purpose of this study is to provide information that can be used to develop the brand, messages and campaign for public sector condoms targeting youth aged 18-24 years to improve consistent condom use. The FoQus results will be used to develop the two brands (Male and Female Condoms) and the brands archetypes. 5. RESEARCH OBJECTIVE: This study is aimed at gathering data useful for branding and designing concepts for free public sector condoms targeting at youth aged 15-24 years. Specifically, the study objectives are to: a. Identify beliefs to reinforce and beliefs to change related to consistent condom use. (What would prompt them to pick a brand to use at first sight). b. Build one or more character archetypes. c. Identify current strategies used by target audience members to overcome obstacles to condom use. d. Describe the openings“ when, where, and by whom target audience members can be effectively communicated with. e. Describe target audience members past experiences with condom use and different brand experience. f. Describe the level of knowledge and sophistication with which target audience members approach decisions about condom use. g. Understand current brand associations with branded condoms.