El Salvador/Guatemala/Nicaragua (2008): Researching Perceptions of Women on Intra-Uterine Dispositive (IUD) and Family Planning in Central America

Designing the concept for a social marketing activity requires familiarity with the target audience and the context in which behavior change takes place. The purpose of this study is to provide information that will be used to develop the brand, message or campaign personality for: (a) positioning Intra-Uterine Dispositive (IUD) as the preferred method of family planning among women of low socio-economic status (SES) who live in urban and peripheral areas of Guatemala City, San Salvador and Managua. PASMO seeks to gain in-depth understanding of two main aspects. 1. What leads current users of contraception to choose their current method (disaggregating the analysis between women who are using any other method different from IUD and those who are using IUD)? 2. What makes non-users already with two or more children to postpone or not to use family planning at all and to want more children?