PSI believes that effective market development must be grounded in evidence. For this reason, PSI integrates evidence throughout program implementation to ensure that programs are designed appropriately, produce high-quality deliverables, achieve compliance, learn continuously, and to proactively identify opportunities for improvement and course-correction. We use evaluation and metrics to quantify the impact of our programs and analyze the health of the markets we work to strengthen. See below for additional information on some of the methodologies we use.
Great marketing strategy is best informed through rigorous market segmentation, which involves dividing a broad target market into subsets of consumers that have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them. By understanding and measuring identified consumer subsets, segmentation helps programs reach target groups more effectively and thus maximizing resource allocation and impact. At PSI, it helps us design and deliver relevant and impactful health interventions.
View some of our segmentation work here.
Journey mapping is an approach to analyzing and visualizing qualitative data in order to capture and evaluate patient experiences in seeking healthcare advice or services. This approach considers the lived experiences of the client during each step, or touchpoint, in their health-seeking ‘journey’. Programs use journey mapping to identify the decision points and the barriers that individuals face and to support teams in designing and implementing programs to overcome these barriers. The end result of the journey mapping approach should be the creation of a visual map of the client’s journey in order to better understand the opportunities or challenges they face in seeking healthcare. Journey mapping is therefore both a methodology and a final product with the explicit purpose of developing a holistic view of how health services are performing at each stage of the journey relative to the client’s expectations and concerns. View our journey mapping guidance here.
DQI is a rapid, participatory approach to qualitative research for program improvement. It uses traditional qualitative approaches and best practices to collect data and a workshop approach to seamlessly analyze and integrate results into program decision-making. DQI intends to balance the relevance of findings with a rigorous research process. View our DQI guide here.
PSI’s data use initiative is based on four key principles: leadership, incentives, systems, and decision tools. Results to Action with Research, or RAR, is a PSI decision tool for convening research, monitoring, marketing, and program teams to interpret data and make decisions together.
Program decision making RARs are for programs already in course. The RAR usually takes the form of an in-person workshop over the course of 1-3 days. The workshop is centered around a new piece of evidence of relevance for program improvement that is presented and interpreted with the relevant stakeholders.
Program Design RARs are for program design, marketing planning, and new business strategy formulation. The RAR usually takes the form of an in-person workshop over the course of 1-3 days.
DATA USE AND AUTHORSHIP REQUESTS
PSI believes in contributing to the global evidence base on social marketing, market development and private sector health service delivery approaches. As such, we make data from PSI programs available for public use.
If you are interested in analyzing our data, publishing their findings in written works, or presenting them at a conference, you are required to submit a Data Use & Authorship Proposal. In the proposal, you will agree to abide by our pledge of confidentiality, stipulations for data use and authorship guidelines. To complete a proposal, click here.
To read our data use and authorship policies, please refer to the documents below:
- Stipulations for Use of PSI Data
- PSI Pledge of Confidentiality
- PSI Authorship Guidelines for Peer-Reviewed Manuscripts
- PSI Authorship Guidelines for Presentations and Other Written Materials