Zimbabwe (2011): Qualitative Segmentation Study on Male Circumcision among men aged 15-49 in Zimbabwe

Abstract

PSI Zimbabwe began operating in Zimbabwe in 1996 with a social marketing program for male condoms. To date PSI's portfolio has grown to include a range of HIV services, products and behavior change communications. HIV products include male and female condoms, a range of family planning products, malaria insecticide treated nets and water treatment products. Communications range from behavior change to demand creation for products and services. HIV services delivery include HIV testing and counseling; Post-test Services; and male circumcision. Male circumcision is a recently introduced service by PSI Zimbabwe. The platform recently got funding for scaling up male circumcision services for the next 5 years. PSI/Z seeks to create demand for this service among men in Zimbabwe and plans to undertake research on the existing beliefs, attitudes a nd understanding of male circumcision prior to designing and implementing a male circumcision promotion campaign. The current 5 year program seeks to circumcise about 250,000 men. Between January and February 2011 PSI conducted a FoQus for QS study to gather information in the above-mentioned areas. A photonarrative approach, including in-depth interviews, was used to collect data. This method was chosen for its ease of use and the richness of data produced when photos accompany narratives. Photos allowed study participants to choose what to photograph and, as a result, produced data that is driven by what is important to members of the target audience. Photo narratives allow study participants to describe their experiences both verbally and visually, presenting another means by which to understand their lives. These methods allow researchers (and marketers) to make an emotional connection with the target audience. Storytelling is a fundamental human way of relaying information, so data collection feels more natural to both moderators and participants