Researchers developed an algorithm that segments men into groups based on psychographic and behavioural factors that might prevent them from being circumcised. The national voluntary medical male circumcision programmes in Zambia and Zimbabwe will use the approach, outlined in this article in eLife, to generate demand for the procedure.
A Case Study for a Psychographic-Behavioral Segmentation Approach for Targeted Demand Generation in Voluntary Medical Male Circumcision
Year of publication: 2017
Resource topic: Communication/Demand Creation, Knowledge, attitudes, and practices (KAP), Barriers and facilitators to MC, Research, monitoring and evaluation
Resource type: Article