Case study
Dapivirine Vaginal Ring: End-user assessment, segmentation, messaging & positioning
SECTOR
Health
PROJECT TYPE
Lab Experiments
BEHAVIORAL THEME
Behavioral Segmentation
OVERVIEW
In the DVR study, we aimed to increase the demand and adherence to the Dapivirine Vaginal ring among high-risk populations by using a Behavioral Economics and human-centered design approach. We conducted a behavioral segmentation analysis to identify the most likely end-user population and understand their beliefs, barriers, and behaviors related to ring usage.
Younger women from rural areas showed more interest in using the ring, the most common barriers among them being fear of side effects, discomfort with the insertion process, and concerns about efficacy. Relationship dynamics and the influence of sex partners were found to be significant factors in women’s HIV prevention decision-making. These findings provide insights for targeted educational materials and strategies to improve the adoption and positioning of the DVR in Eastern and Southern Africa.
The study was conducted in three phases:
- Foundational research through qualitative interviews
- Segmentation analysis to identify potential end-user segments
- Targeted qualitative research to explore barriers and motivating factors
The results indicated varying levels of enthusiasm for DVR uptake across different countries and age groups. Read the report to find out more.
