Myanmar (2009): FoQus for Qualitative Segmentation on the use of Insecticide Treated Net among Population Living in Malaria Endemic Areas in Myanmar

PSI/Myanmar seeks to gain an in-depth understanding of the drivers and barriers for the people to use of ITN. Little is known about what motivates them to use ITN, and their opportunity, ability, and motivation (OAM) to use ITN consistently. 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.