PSI’s “Market Research”: applications for RACHNA

Kim LongfieldUSAID- HRCD Methodology MeetingJune 1, 2010

page 2

PSI Research Process

TRaC with Segmentation

TRaCM&E only

Year 1 Year 2

OR

Year 3 Year 4 Year 5

TRaCM&E only

EndlineTRaC

MAP

TRaC Reach

Pretesting

TRaCM&E only

FoQusFoQus

Pretesting

MAP

TRaC Reach TRaC

Reach

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PSI’s PERForM Framework

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TRaC Results: SegmentationIndicators User

(n=68)Non-User(n=342)

OR

Opportunity Mean Mean

Availability 4.36 3.98 4.03*

Motivation Mean Mean

Outcome expectations 4.20 4.05 1.95**

Population Characteristics

% %

SES (high vs. low) 71.8 40.6 3.31*

FoQus - Shanti

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Kim Longfield

Director, Research and Metrics

klongfield@psi.org

http://www.psi.org

Contact Information