Madagascar (2009): FoQus on Marketing Planning - Developing a positioning statement for Protector Plus

Designing the concept for a social marketing activity requires familiarity with the target audience and the context in which behavior change takes place. This study aims to gather data useful for designing the following eight elements of the concept for Protector Plus aimed at Malagasy men 25-44 years old, users and non users of Protector Plus. Photo narratives will be used to collect data for its ease of use and the richness of data produced when photos accompany narratives This study will be conducted in all Tana among different categories of men aged 25 - 44.社交营销活动的概念设计，需充分熟悉目标受众与行为改变发生的场景语境。本研究旨在采集适配数据，为面向25至44岁马达加斯加男性（涵盖Protector Plus产品的使用者与非使用者）设计的Protector Plus项目概念的八项核心要素提供支撑。本次研究将采用照片叙事法（Photo Narratives）采集数据，该方法操作简便且可依托照片配合叙事的模式产出内容丰富的调研数据。本研究将在塔那（Tana）全境范围内，面向不同群体的25-44岁男性开展。