Zimbabwe (2009): FOQus for Marketing Planning, Concept development for Multiple Concurrent Sexual Partnerships

FoQus for Marketing Planning is the process of exploring the determinants of behavior of a target audience and shaping and refining an idea into a complete description for branding a behavior, product or service. It uses qualitative research to facilitate more effective social marketing activities and give voice to the target audience. FoQus for Marketing Plannning uses segmentation data from previous TRaC studies, as well as any formative qualitative research that has been conducted, in order to further establish and explore the various determinants of behavior of the target population. Together, researchers and marketers identify the primary areas of inquiry, which will be researched and will drive programming and branding decision-making. The six-step process listed below is used to design the concept. For steps one through four qualitative methods are used to generate insight and understanding relevant for designing social marketing communication activities. The last two steps involve application of these findings to create specific social marketing outputs.