Uganda (2009): FoQus for Marketing Planning Study Profiling Condom Use in High Risk Sex

This study aims to gather data useful for designing the following eight elements of the concept for Trust condoms and consistent condom use aimed at persons aged 25-34 in both rural and urban. Specifically, the study objectives are to: (a) Identify beliefs to reinforce and beliefs to change related to consistent condom use (b) Build one or more character archetypes (c) Identify current strategies used by target audience members to overcome obstacles to the desired behavior (d) Describe the openings when, where, and by whom target audience members can be communicated with (e) Describe target audience members' past experiences with the desired behavior and alternative behaviors in the category (f) Describe the level of knowledge and sophistication with which target audience members approach decisions about the desired behavior (g) Understand current brand associations for different condom brands and also for condom users and non-users. Between July and August of 2009 PACE Uganda will conduct a FoQus for MP study to gather information in the above mentioned areas. Spoken narratives using specialists in qualitative data collection will be used to collect data. This method was chosen for its ease of use and the rich data that emerge when study participants are given an opportunity to share their personal stories. Spoken narratives allow researchers (and marketers) to make an emotional connection with the target audience and help create a picture of the \"typical\" experience. Storytelling is a fundamental human way of relaying information, so data collection feels \"natural\" to both moderators and participants. The method is also relatively simple for inexperienced moderators to implement. Persons with prior experience in moderating focus groups and conducting in-depth interviews will be selected and trained. Specialist interviewers will be used in this study as interviewers because the subject matter is private and can best be discussed with strangers as opposed to community based interviewers.