Tool Kit 7

Hypothetical Audience Segments for IDD

Purpose: To recommend an approach to qualitative research leading to audience segmentation and message design for target audiences. It is suggested that initial research be conducted only with those groups highlighted below. It will be easier to interview shop keepers and community influentials individually, rather than in groups. In each area, only 5 or 6 persons should be interviewed.

I. Political Level

National Opinion Leaders
Desired Action/Attitude:

• Support program and continue to provide resources

Provincial Governors
Desired Action/Attitude

• Support Program and continue to provide resources
• Become actively involved in monitoring

Country Opinion Leaders
Desired Action/Attitude

• Support Program and continue to provide resources
• Become actively involved in monitoring

II. Bureaucratic and Technocratic Level

To be developed

III. Non-Governmental: Industry

Shopkeepers

Desired Action/Attitude

• Stock only iodized salt
• Display iodized salt well
• Store iodized salt appropriately
• Explain benefits of iodized salt to customers (proactive)
• Answer customers questions about iodized salt when asked

Packaged Product Distributors, Warehouses

Desired Action/Attitude

• Show shopkeepers how to properly display iodized salt
• Show shopkeepers how to properly store iodized salt
• Distribute promotional materials and explain their correct use

Salt Production Plants

Desired Action/Attitude

• Arrange for production of promotional materials
• Train salt distributors in tasks outlined above

IV. Community-Based Organizations

Teachers

Desired Action/Attitude

• Participate in IDD activities as developed for schools
• Set examples for students
• Talk to parents about iodized salt

School Children

Desired Action/Attitude

• Check salt in household and bring to school for testing
• Ask parents to buy only iodized salt
• Learn to recognize iodine logo (and learn "jingle" from radio spots - to be developed)

Potential motivation

• Fun to use test kit
• Be part of "salt patrol"

Consumer Action Committees

Desired Action/Attitude

• Monitor salt producers and shop keepers in area
• Write letters demanding iodized salt where not available
• Help with special promotion events

V. Families and Individuals (consumers)

Mothers and Fathers of Young Children

Desired Action/Attitude

• Switch from plain salt to iodized salt: Recognize iodized salt logo, purchase once, purchase regularly
• Use iodized salt in place of plain salt in normal cooking
• Store in a cool, dry place away from direct light
• Not use iodized salt excessively, nor give too much to children
• Form consumer action committees to make sure shops stock iodized salt

Potential Motivation

• Believe that new salt (iodized salt) is better than old salt for children's brains
• Prefer packaging of new salt
• Believe new salt is modern

Potential Obstacles

• Afraid of bad taste
• Observe that people who don't use iodized salt are healthy - think not necessary
• Think iodized salt is too expensive

• Use too much salt

Young Women Not Yet Married and Pregnant Women

Desired Action/Attitude

• Make sure household uses iodized salt
• Not use iodized salt excessively during pregnancy - consumer normally
• If have goiter, seek medical attention before conceiving, if possible

Potential Motivation

• Believe that cretinism and other brain problems can be avoided by using iodized salt

Potential Obstacles

• Fear that iodized salt is a contraceptive

Parents of Young Adults

Desired Action/Attitude

• Insure that daughter or daughter-in-law uses iodized salt in place of plain salt
• Use iodized salt in own household
• Not force daughter or daughter-in-law to use too much salt

• If goiter present in household, be particularly conscientious that daughter or daughter-in-law uses iodized salt, and perhaps seeks medical attention

Potential motivation

• Help prevent children from having mentally retarded offspring

Elders or Other Community Influentials

Desired Action/Attitude

• Check that shopkeepers stock only iodized salt
• Check that younger generation uses only iodized salt

• Use only iodized salt themselves

Potential motivation

• Posterity and prosperity

Potential Obstacle

• General reluctance to change old habits

Food Based Approaches to the Elimination of Hidden Hunger, Papendal, June, 1994.

Problem Solving Clinic in Qualitative Research.

The OMNI Project, USAID, Washington, DC

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