MAPPING OF To extent possible, and time available, use a PSI guidance Ultimately INFLUENCERS socio-economic model to illustrate all the social measured and economic dynamics that may affect user’s by condom behavior. (may be a challenge given resources use by pop, avail) outlined MOTIVATORS & For each of the main target audiences, dig deeper PSI guidance BARRIERS TO to understand what motivates or impedes their BEHAVIOR behavior. These factors can be at the individual level (opportunity, ability, motivation), the community level or in the enabling environment. AUDIENCE This exercise divides and organizes audiences into PSI guidance SEGMENTATION smaller groups with similar needs, preferences and characteristics. This may help to prioritize limited Other (imperfect) tools resources by reaching a defined audience with to support segmentation more impact. from supply side, include WTP studies, and pop surveys which break out purchase decisions by sub population.
MAPPING OF INFLUENCERS To extent possible, and time available, use a socio-economic model to illustrate all the social and economic dynamics that may affect user’s behavior. (may be a challenge given resources avail) PSI guidance Ultimately measured by condom use by pop, outlined MOTIVATORS & BARRIERS TO BEHAVIOR For each of the main target audiences, dig deeper to understand what motivates or impedes their behavior. These factors can be at the individual level (opportunity, ability, motivation), the community level or in the enabling environment. PSI guidance AUDIENCE SEGMENTATION This exercise divides and organizes audiences into smaller groups with similar needs, preferences and characteristics. This may help to prioritize limited resources by reaching a defined audience with more impact. PSI guidance Other (imperfect) tools to support segmentation from supply side, include WTP studies, and pop surveys which break out purchase decisions by sub population.
tool3-condom-market-landscaping-guidance.docx