Expanding Effective Contraceptive Options in Zambia and Malawi: Understanding the Consumer

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The Expanding Effective Contraceptive Options (EECO) project, funded by the U.S. Agency for International Development (USAID) through the U.S. President’s Emergency Plan for AIDS Relief (PEPFAR), seeks to introduce new contraceptive and dual protection methods to better meet the reproductive health needs of women and girls worldwide. The EECO partnership team, led by WCG and including Population Services International (PSI), emphasizes engagement at all levels of the value chain, while putting the needs and preferences of the end user first.

A deep understanding of the consumer and market environment is critically important in product introduction. This case study focuses on the process of gathering and analyzing consumer insights and market data to develop a marketing strategy for the Woman’s Condom in Malawi and Zambia.