Using audience segmentation approaches to inform integrated family planning and maternal health programs in Niger

Abstract

Understanding the specific behavioral determinants and barriers to health-seeking for reproductive and maternal health services is critical to developing social and behavior change (SBC) programs that can best address the needs of the community. Effective SBC interventions can incorporate audience segmentation, the practice of dividing an audience into subgroups based on demographic, psychographic, and/or behavioral factors to develop tailored SBC approaches that are most likely to resonate with each audience subgroup. This brief presents study results of audience profiles for women of reproductive age in Niger with a focus on three reproductive and maternal health behaviors. It is intended to inform integrated SBC activities implemented by the USAID-funded Resilience in the Sahel Enhanced (RISE) II partners to improve health outcomes.