Population Services International (PSI) is an international NGO working to improve outcomes in developing countries through behavior change communications and the social marketing of health products and services. Consumer insight is central to PSI's social marketing strategy because it informs which messages to promote and which products and services to offer to make the concept of healthy behavior change attractive to consumers. Qualitative research provides rich insight by exploring consumers' values, feelings, thoughts, intentions, barriers, motivators, culture, and social norms that affect their behaviors and use of products and services. In this paper, we describe how PSI's qualitative research program developed from 2003 to 2013, and how using an interpretive approach and more appropriate data collection methods improved our consumer insight and marketing planning process.
Qualitative, Framework, Social Marketing, Behavior Change, Population Services International, Consumer Insight, Program Design, Concept Development, Audience Segmentation
We would like to acknowledge Steven Chapman for his support and contributions for the FoQus framework during his time at PSI. We would like to thank Gary Mundy, Jennifer Wheeler, Meg Kays, and Olivier LeTouzé for their review and comments on earlier drafts of this paper; and Dana Sievers for her research and editorial assistance. We would also like to thank all of the PSI country platforms for their patience during the development of FoQus and for their dedication to conducting research that helps us better serve those in need.
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Recommended APA Citation
Longfield, K., Moorsmith, R., Peterson, K., Fortin, I., Ayers, J., & Lupu, O. (2016). Qualitative Research for Social Marketing: One Organization’s Journey to Improved Consumer Insight. The Qualitative Report, 21(1), 71-86. Retrieved from http://nsuworks.nova.edu/tqr/vol21/iss1/7