header-homeA.jpg
Designing Segment-Targeted Interventions for Improving COVID 19 Vaccine Uptake
Targeting using Psycho-behavioural segmentation

Human behavior is complex. It is influenced by an individual's environment, emotion, and beliefs. 2 years hence, COVID-19 vaccination rates have been inconsistent with some countries able to achieve high vaccination rates within their population. But in several countries the vaccination rates remain underwhelming despite vaccine availability. 

We believe psycho behavioural segmentation can lead to targeted solutions that are customized for different segments of the population, based on their shared context and characteristics.

VH_Lineup_6_1_HD_test2
Play Video
home-strip2.jpg
PROJECT DESCRIPTION
COVID-19 Vaccine hesitancy needs to be addressed

Developing a safe and efficacious vaccine against COVID-19 in record time has been a success, but swift and comprehensive rollout of the vaccine has been marred by a number of challenges.

 

On the supply side, these include funding, accessibility, and the logistical complexity of transporting, storing, and administering vaccines. On the demand side, one key challenge is vaccine hesitancy and resistance. Low confidence in COVID-19 vaccines, and low willingness to receive them, is a significant and growing risk to beating the pandemic globally.

79
%
OF RESPONDENTS WOULD TAKE A COVID-19 VACCINE
4-38
%
VACCINE
HESITANCY RANGE
48.2
%
AGREED TO VACCINATE ON ITS AVAILABILITY
map-background.png
home-whiteshadowB.png
map-burkinoFaso.png
map-ivoryCoast.png
map-kenya.png
map-pakistan.png
COUNTRIES
Countries of interest to drive vaccine confidence and uptake

These countries have been prioritized to understand the unique and diverse contexts of demand for COVID-19 vaccines and ensure equitable access.

Rollover Option 1

home-arc.png
home-arc.png
home-arc.png
PROJECT APPROACH
Psycho-behavioral segmentation methodology

Follow along with us as we move through the different stages of this project from developing an in-depth understanding of the problem context to supporting the implementation of interventions. The stage we are currently working on is highlighted here.

Roll over each step to learn more

Research
2
Research

Understand the COVID-19 context, drivers and barriers to vaccine uptake through formative qualitative research. Then measure the prevalence, variations and clustering of drivers and barriers to COVID-19 vaccine in the population through quantitative segmentation.

Design Research and Outputs
3
Design Research and Outputs

Co-create and prioritize solution concepts with key stakeholders. Test concepts with psycho-behavioral segments and health system stakeholders. Synthesize findings in the creation of a design blueprint.

Research
Planning
1
Research Planning

Engage with various stakeholders and partners to understand the context, needs, and gaps in knowledge. Build partnerships and alignment on problem-framing and field recruitment.

Dissemination and Support
4
Dissemination and Support

Embed project research learnings within public health systems to ensure effective deployment of solutions.

Journey to COVID Vaccince Uptake Framework

shadow-vertical.png
shadow-vertical.png
shadow-vertical.png
shadow-vertical.png
shadow-vertical.png
icon-journey1.png

COVID-19 Disease Appraisal

What do I feel about the COVID-19 disease?

More Details

icon-journey2.png

Seeking Mitigation Strategies

How can I cope with the
COVID-19 risk?

More Details

icon-journey3.png

COVID-19 Vaccine Appraisal

How do I feel about the COVID-19 Vaccine?

More Details

icon-journey4.png

Coping with Vaccine Risk
 

How can I cope with vaccine risk?

More Details

icon-journey5.png

Vaccination Uptake

How can I get this vaccine?

More Details

icon-journey6.png

Vaccination Adherence

Should I get the second dose?

More Details

home-quote.jpg
“But even after we have overcome the imminent challenges of sufficient supply, efficient rollout and equitable access, a range of well-designed programme strategies will be needed to drive acceptance and uptake.”