Pakistan (2010) Who is Ali? Barriers and Drivers to Condom Purchase and Use among Rural Men in Sindh and Punjab Provinces

This study aims to gather data useful for designing the following eight elements of the concept for Sathi condoms aimed at rural men, ages 20-35. Between March and May of 2010 Greenstar/PSI Pakistan will conduct a FoQus for MP study to gather information in the above mentioned areas. Photonarrative interviews will be used to collect data. This method was chosen because it provides rich data that emerges when study participants are given an opportunity to document their lives and tell their pe rsonal stories. Photonarratives allow researchers (and marketers) to bring the target audience to life and help create a picture of the experience. Visual data, when combined with descriptions and explanations, provides marketers with access to the lived experiences of target audience members. Storytelling is a fundamental human way of relaying information, so data collection can feel more "natural" to both moderators and participants.