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.
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
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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.
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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
COVID-19 Disease Appraisal
What do I feel about the COVID-19 disease?
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Seeking Mitigation Strategies
How can I cope with the
COVID-19 risk?
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COVID-19 Vaccine Appraisal
How do I feel about the COVID-19 Vaccine?
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Coping with Vaccine Risk
How can I cope with vaccine risk?
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Vaccination Uptake
How can I get this vaccine?
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Vaccination Adherence
Should I get the second dose?
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