VMMC: unlocking the intent action gap

Sunny Sharma:- Ipsos Healthcare

12th July 2017

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 Challenge: Unlocking the intent action gap

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 Methodology: Unlocking the intent action gap using market research techniques

Behavioural Market
Journey
Science segmentation
mapping

N=400 men per N=210 men per N=2000 men per

country country country

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Topline findings from the
VMMC study

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Overwhelming majority of Zambian men are aware of VMMC and
believe in its benefits…

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2 significant declines are defined on the Journey: from commitment
to scheduling of the appointment and from circumcision to advocacy

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 Dissonance impedes action at anticipation of procedure

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 Dissonance is driven by a number of Factors

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 The longer spent in dissonance, the greater it becomes

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Behavioural science analysis determined 3 crucial dynamics
to develop interventions around

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The process of removing dissonance is not the same for all
men – we identified 5 key segment drivers
Motivation to go through with the procedure determined by the time frame they are
MOTIVATION looking at, whether they would recommend a family member be circumcised etc.

REJECTION DUE TO
A client believes in the benefits of MC and wants to have it done but is held back by
COGNITIVE DISSONANCE conflicting short term beliefs

PERCEIVED LACK OF Knowledge and understanding of the procedure

ABILITY

ACCEPTANCE OF Are his friends having circumcision? Or his community?

SOCIAL SUPPORT

PERSONAL FEARS Bleeding risk, pain, promiscuity etc.

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Which in turn gave us 7 segments in Zambia

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And 6 segments in Zimbabwe

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 Zambia and Zimbabwe comparison

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 From Data to Design
 Countries applied Human Centered Design (HCD) to translate data into
action
 HCD is process for arriving at transformative solutions putting user at the
center
empathy insights prototyping
Build empathy with Collect insights into Make low-resolution
the user in their themes. Identify prototypes and test
opportunities they them as quickly as
environment present possible
Shadowing, Develop concepts with Iterate based on user
immersions, users & stakeholders reactions
that address the themes
informal interviews, of most interest
socialising
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 Applying Human Centered Design
Human Centered Design workshops helped team to:

 Prioritize and better understand segments

 Focus on and design around key insights from the research

 Design and test tailored interventions and messages for

implementation

 Revise segmentation typing tool

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