Traditionally target audiences are segmented using demographic indicators such as age, gender and marital status, however Transform/PHARE uses non-traditional and innovative views of the audiences, based on attitudes and behaviors. This technique has historically been used by the private sector to position products and services that appeal to preferences, address market needs, or to create demand based on aspirations and desires. It is a robust, scalable approach that is readily transferable to global health and development. The Transform/PHARE audience segmentation attempts to identify segments or groups of people who are likely to adopt a behavior, change an opinion, or use a product or service according to specific desires. The analysis of attitudes and behaviors is then used to increase the demand for FP products and services in francophone West Africa.
National Demand Analysis, Cote d’Ivoire
A literature review and qualitative investigation with men and women age 15-49 was conducted. This served to characterize the forces shaping FP use and non-use, in addition to understanding what it takes to close the intent to use gap and identify groups most likely to increase their use of FP. A nationally representative survey of 1,000 women age 15-49 was also conducted. The customized survey data was analysed to identify overall trends and context, sub-groups of women with acute FP demand and/or risks, and to develop a statistical segmentation of women based on their needs, attitudes and behaviours. Recommendations for priority groups as well as promising near-term strategies to help CDI meet its 2020 FP target were developed.
Male Segmentation in Niger
The intervention in Niger, led by Camber Collective, is centered on an analysis of male FP demand, including a statistical segmentation analysis. Quantitative research, analysis and key informant discussions conducted by Camber Collective will identify men who are willing to change their FP behavior, and will also identify key activities required to facilitate their behavior change, correlating to the activities already identified to target segments of women (Healthy Proactives, Sheltered Skeptics, and Traditional Autonomists). Camber Collective and PSI/Niger will then work with RISE consortium members to design 1-2 specific interventions, and these will be trialed over an estimated period of 3 months with direct support from PSI/Niger.
Interactive Voice Response in Niger
Interactive voice response (IVR), an interactive voice phone messaging system, was selected to target the segment identified as healthy proactives. Healthy proactives are women who are already interested in using or have tried a FP method in the past, but are not currently using modern contraception. Six messages were tested through interactive messaging phone calls. The two most effective messages were selected and further tested. These messages related to barriers to contraceptive use identified by healthy proactives; specifically, rumors about the negative behaviors of health providers, and misconceptions about the side effects of contraceptive methods. Messages were used to develop radio spots that aired nationally. Interactive voice response messaging also proved successful at identifying and developing messages that targeted a specific segment of women, although in the Dosso area technology use became a challenge.
Social Network Analysis and Training Community Influencers as FP Promoters in Niger
Social network analysis (SNA) was used to determine how social interaction influences individual behaviors and can trigger the adoption of positive FP behaviors. This approach was used to identify and target the segment called sheltered skeptics. SNA was selected, as this segment of women tends to mistrust contraception and mistrust the information coming from health workers regarding family planning. The SNA identified several male and female key influencers on the behavior of sheltered skeptics. Later, identified influencers were trained on modern contraceptive methods, gender issues, and the use of communication technology to raise awareness to the benefits of FP. Using social network analysis proved successful at identifying members of the community who are considered influential and trusted by women to provide accurate information on FP. By understanding the social network, Transform/PHARE was able to more effectively reach women who were previously mistrusting of FP information.