How formative research can improve health communication: an innovative strategy used for audience segmentation in Ghana.

This paper discusses the significance of formative research in the improvement of health communication as an innovative strategy used for audience segmentation in Ghana. Presented in slides it covers issues on family planning and health project in Ghana. In addition results of baseline survey developed criteria related to contraceptive practice and intentions and perceived social support for family planning were also provided. Furthermore established simple continuum based on use and intention to use of modern contraceptives and the creation of continuum based on social support were discussed. Description of target audience characteristics attributes of intender profile and reasons for non-use of contraceptives among intenders were highlighted in the succeeding slides. Moreover findings of multivariate statistical analysis and relationship between selected variables and family planning intention confirming the appropriateness of the design were presented. The following slides contains the issues on the distribution of intenders by Reproductive Life Stage distribution of intenders profiles of postponers information on available methods and its sources and the implementation and materials for development. The last slide concludes by describing the technique that utilizes characteristics directly related to the desired health behavior change.