VMMC Behavioral Framework: Lessons from Quantitative and Qualitative Market Research – Zimbabwe


Part of the Action Catalyst Tools (ACT) for Voluntary Medical Male Circumcision (VMMC), the VMMC Behavioral Framework is designed to help implementing partners in 15 priority countries in eastern and southern Africa understand men's attitudes toward VMMC and use that understanding to convert men's intent to circumcise into action. The framework was developed based on market research conducted in Zambia and Zimbabwe. It can be used across country contexts but may require augmentation of particular issues, such as seasonality, that are relevant for a given country. This version of the framework features an appendix outlining the findings from quantitative segmentation done in Zimbabwe. (A version with an appendix on segmentation in Zambia is also available.) The appendix is not directly relevant to other countries but could be reviewed to understand the value of conducting a quantitative segmentation.

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Type: Video
Year of publication: 2017
Resource type: Tool or toolkit
Organization: Upstream, Final Mile, Ipsos Healthcare
Languages: English