Tanzania (2009): FoQus for Qualitative Segmentation Study Exploring Multiple Concurrent Partnerships in Dar es Salaam, Tanzania.

This study aims to gather information useful for designing a communication intervention for the following eight elements of the concept for multiple concurrent partners among males and females aged 25-45 years. Specifically, the study objectives are to: a. Identify beliefs to reinforce and beliefs to change related to partner reduction b. Build one or more character archetypes c. Identify current strategies used by target audience members to overcome obstacles to the des ired 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. Describe the target audience members' sexual networks through the diagram tool to determine part nership patterns h. Understand current brand associations Between April 2009 and July 2009 PSI/Tanzania will conduct a FoQus on Segmentation study to gather information on factors related to concurrent multiple partners among males and females 25-45 in urban Dar es Salaam. A variety of qualitative methods will be used to collect information on this research topic, including spoken narratives and photo narratives. Spoken narratives have been chosen for the rich textual data that emer ges when study participants are given an opportunity to share their personal stories. It is expected that 18 interviews will be conducted among women and men aged 25 - 45