Psychographic profiling — a method for developing relatable avatars for a direct-to-consumer mobile game for adolescent girls on mobile in India

Abstract

Abstract This research aimed to conduct psychographic profiling for developing a direct-to-consumer mobile game targeting the sexual and reproductive health of adolescent girls in India. We used semi-structured tools to collect information on role models, family, education, dreams, fears and decision-making power. We also presented visual stimuli to the participants (Indian girls; age: 15–19 years; N = 103). Responding to the stimuli, the participants expressed their perceptions of social norms, moral standards, obligations and aspirations. We carried out thematic analysis using predetermined codes and did an inductive analysis to identify emergent profiles. Analysis revealed seven primary themes that influence the participants’ aspirations, decisions and agency: (i) clarity regarding career goals, (ii) information about the pathways to reach those goals, (iii) efforts toward achieving goals, (iv) clarity about priorities, (v) parental support, (vi) ability and willingness to negotiate and (vii) social mobility. Based on combinations of these themes, four predominant personas emerged as descriptive categories of girls’ lives and attitudes. These four profiles will form the basis of Game of Choice, Not Chance™ game: informing the scenarios, in-game decisions and relatable content. This study represents a novel approach to research for an equally innovative game for agency building and health awareness among adolescents.