PSI Research & Metrics Staff Profile
Nirali Shah
Research Advisor, Reproductive Health
Washington, DC
Before coming to PSI, Nirali worked for the World Bank, Ashoka Innovators for the Public, and, most recently, Broad Branch Associates. Her research...
Framework for Qualitative Research in Social Marketing (FoQus)
An initiative that incorporates qualitative methods to improve the social marketing research process.
Through Project FoQus PSI aims to increase evidence-based decision making by improving the actionability of qualitative research outputs. Two applications, FoQus for Marketing Planning and FoQus for TRaC Improvement, were launched in 2007. FoQus for Qualitative Segmentation was launched in 2008.
Learn about the three phases of FoQus: