FoQus (Framework for Qualitative Research in Social Marketing)
PSI conducts qualitative research to provide rich, action-oriented evidence for program planners. This evidence helps program planners to develop interventions and health messages that will successfully reach target audiences.
PSI’s “Project FoQus” is qualitative research that emphasizes audience-centered, qualitative methods such as photonarratives, collage-making and theatre presentations, as well as in-depth interviews and small group discussions. FoQus is conducted as a collaborative process between program planners, marketers, researchers and members of the target audience to inform intervention design.
FoQus most often serves as formative research to develop campaign strategies and messages, and is usually conducted when interventions are being designed or modified. FoQus studies provide insight into how target audience members make health decisions and which messages are likely to resonate to change health behaviors. In certain cases, FoQus is used during program implementation to clarify or redirect program and marketing strategy.
PSI began training researchers in the FoQus approach to qualitative research in 2008 and scaled up globally in 2009. By 2010, the FoQus approach to qualitative research was well established at PSI, and it continues to evolve.
Featured Study: MADAGASCAR 2010-2011: Understanding Motivators and Barriers towards Modern Contraceptive Methods Use
PSI/Madagascar's reproductive health program aims to reduce maternal and child mortality and morbidity by improving the reproductive health of Malagasy women and reducing unintended pregnancy among Malagasy women of reproductive age (15‐49). Current use of modern family planning methods has risen from 24% in 2006 to 36% in 2010 and 40% in 2012. This FoQus for Marketing Planing study helped the program...
Featured Study: Tanzania (2009): Exploring Experiences and Perceptions on condoms among youth in Tanzania
Salama brand condoms are positioned as an affordable option for young adults, specifically targeting 15 -24 year olds. Anecdotal evidence suggests that the perception in the market of the intended audience for Salama does not match its current positioning. Additionally, the face of the brand has remained unchanged for more than five years and in an increasingly competitive market there are concerns...
Featured Study: Tanzania (2009): Exploring Multiple Concurrent Partnerships in Tanzania
PSI/Tanzania sought to gain an in-depth understanding of multiple and concurrent sexual relationships among males and females aged 25-45 years. Two rounds of TRaC HIV studies had been conducted among youth 15 – 24 in Tanzania; however these TRaC studies, as targeted to a different audience (youth), could not give required information on what motivates men and women aged 25 – 45 to engage in risk...
Featured Study: Tanzania (2010): Identifying Drivers of Use of Oral Contraceptives among Women in Dar es Salaam, Tanzania
Designing an appropriate model that promotes use of family planning requires familiarity with the target audience and the context in which behavior change takes place. PSI/Tanzania and T-MARC sought to gain an in-depth understanding of the use and perceptions towards Familia and Flexi-P oral contraceptives (OCs) among women of reproductive age (WRA). This FoQus study explored factors that motivate...