Tanzania (2010): FoQus for Qualitative Segmentation Study Identifying Drivers of Use of Oral Contraceptives among Women in Dar es Salaam, Tanzania

This study aims to gather information useful for designing the following five elements of the concept for use of OCs, campaign and message personality, the position, and the marketing strategy. Specifically, the study objectives are to: a. Identify beliefs to reinforce and beliefs to change related to use of OCs b. Build one or more character archetypes c. Identify current strategies used to behave, either by the target audience members themselves or positive deviants d. Understand current brand perceptions of Familia and Flexi-P OCs e. Describe target audience members opportunity, ability, and motivation to process family planning communications Between August 2010 and September 2010 PSI/Tanzania and T-MARC will conduct a FoQus on Segmentation study to gather information on factors related to use of OCs among women in Dar es Salaam. A variety of qualitative methods will be used to collect information on this research topic, includi ng spoken narratives, photo narratives and collages. Spoken narratives have been chosen for the rich textual data that emerges when study participants are given an opportunity to share their personal stories. Similarly, photo narratives allow study participants to describe their experiences both verbally and visually, presenting another means by which to understand their lives. Collages will be used to gain insight into how study participants conceptualize family planning and the sorts of people and family that do and don'™t use it. These methods allow researchers (and marketers) to make an emotional connection with the target audience and help create a picture of the œtypical experience. Storytelling is a fundamental human way of relaying information, so data collection feels œnatural to both moderators and participants. This study will be conducted among WRA aged 20-44 which will include unmarried women who are looking for a back up family planning method, recently married women who want to delay their first birth and women who already have children and are looking for a flexible spacing method. Furthermore, they must be permanent residents of Dar es Salaam. They must not have any previous experience with PSI or T-MARC and be willing to participate in the research.