ICAR Research Data Repository for Knowledge Management

This study aims to gather information useful for designing a communication intervention for the following eight elements of the concept for multiple concurrent partners among males and females aged 25-45 years. Specifically, the study objectives are to:

a. Identify beliefs to reinforce and beliefs to change related to partner reduction

b. Build one or more character archetypes

c. Identify current strategies used by target audience members to overcome obstacles to the des
ired behavior

d. Describe the openings when, where, and by whom target audience members can be communicated with

e. Describe target audience members' past experiences with the desired behavior and alternative behaviors in the category

f. Describe the level of knowledge and sophistication with which target audience members approach decisions about the desired behavior

g. Describe the target audience members' sexual networks through the diagram tool to determine part
nership patterns

h. Understand current brand associations