PROFILING ARCHETYPAL USERS. It is often helpful to create detailed profiles of fictional people representing “typical” members of your priority population. Doing this can make a priority population more relatable, which makes it easier to develop effective demand creation communications tailored to their specific needs and preferences. Some examples of user archetypes are: ▇▇▇▇▇▇ has multiple sexual partners and she uses sex to generate income. She does not feel comfortable to discuss her private issues with friends or colleagues. Anonymity is important to her willingness to access HIV testing services. HIVST allows her to know her status without sharing her sexual behavior with anyone (e.g. Counsellor) • You can take the test at your own time • No need to queue at the clinic to know your HIV Status • Total confidentiality of test result • HIVSS put you in control of your HIV Status and whom to share your status with • After knowing your HIV status, it is important to practice safe sex. ▇▇▇▇▇▇ draws her joys and happiness from her children. Her major aspirations are centered on her children’s education, health and their wellbeing. ▇▇▇▇▇▇ does not solely depend on her husband for financial support and hence ventures in entrepreneurial activities to make ends meet for her family. ▇▇▇▇▇▇ knows that her husband has affairs but she is afraid to confront him. She wants her husband to test but she is afraid of asking him because that could be interpreted as an accusation of infidelity. She also wonders about her own HIV status and would get tested; however, she is concerned about the level of confidentiality maintained by nurses and their judgmental attitudes. HIVST can at least offer Zanele a way to check her own status. • Your partner’s HIV test results may not reflect your status • Some couples live with different HIV status • You can take an HIVST test without provider’s presence • Know your results and have a peace of mind • Knowing your HIV status will put you in control of your health and plan for the wellbeing of your family. ▇▇▇▇▇▇ is a vibrant young man with an active sex life. ▇▇▇▇▇▇ does not want to be counseled however he wants to know his HIV status. He is not willing to share his risky behavior with a counselor. He is open to share his sexual history with friends. ▇▇▇▇▇▇ does have to go through counseling for him to know his HIV status. • No pre-test counseling session • After self-screening, you can seek post-test counseling services at your own convenience • Know your HIV results and have a peace of mind • Knowing your HIV status will help protect you and your sexual partner • HIVSS helps you know your status at your convenience These profiles or “archetypes” should be based on data collected during empathy mapping, journey mapping and situational analysis. Once an archetype for a particular priority population has been thoroughly researched and validated, it will likely remain relevant for a long time and should not need to be recreated for a few years. A simple archetype document should tell a story about a hypothetical member of the priority population as a real person. While the archetype might represent a group with a range of characteristics, the archetype itself should represent a specific person with enough personal detail to help you imagine how this particular person might behave in real-life situations. In addition to creating archetypes for intended users, it is sometimes helpful to create archetypes for other actors in the HIVST market (manufacturers, regulators, pharmacists, CBDs, etc.). In these cases, you will want to understand the key drivers of a business or the broader policy objectives and alternatives facing donors and policymakers. Not all archetypes need not look the same nor contain the exact same information. The output should be concise (about 1 or 2 pages long) and easy to understand, with key insights and considerations clearly highlighted. Most archetypes will contain the following core components: • Giving your archetype a name immediately makes them more relatable as an individual • Basic demographic information such as age, marital status, geographic location and wealth quintile to give you a clear idea of their place in society (you can use data collected during the Target Consumer Segmentation activity in the Diagnose phase) • Attitudes, perceptions and risk behaviors as they relate to the target behavior, to give you a sense of their relationship to the health need (again, you can use data collected during the Target Consumer Segmentation activity in the Diagnose phase) • Motivators and barriers to the target behavior, to clarify their thought process • Media habits to help us know how to reach them and who else might be influencing them • Goals and aspirations, especially as they relate to the desired behavior, so we can position the solution as being in line with their personal interests • A brief narrative of a typical day in their life to help us think of new ways to engage them • Influencers who shape their perceptions and beliefs Example of HIVST archetype used for demand creation planning in South Africa: Female 20 years old Single None ▇▇▇▇▇ lives in a township in South Africa, where she grew up. She was raised by her grandparents and her mother, who is a domestic worker. ▇▇▇▇▇ lives in a small home with five other family members. ▇▇▇▇▇ is out of school but not working. She completed Grade 12 at the high school near her township. Wanting to know status Not feeling well Inspired by an HIV-positive person Did not use protection Pregnancy To make sure the person she dates will be safe Not sure about partner’s HIV status Encouraged by friends or a partner to test 4.2. UNDERSTANDING THE MARKET
Appears in 1 contract
Sources: Hiv Self Testing Operational Guide
PROFILING ARCHETYPAL USERS. It is often helpful to create detailed profiles of fictional people representing “typical” members of your priority population. Doing this can make a priority population more relatable, which makes it easier to develop effective demand creation communications tailored to their specific needs and preferences. Some examples of user archetypes are: ▇▇▇▇▇▇ has multiple sexual partners and she uses sex to generate income. She does not feel comfortable to discuss her private issues with friends or colleagues. Anonymity is important to her willingness to access HIV testing services. HIVST allows her to know her status without sharing her sexual behavior with anyone (e.g. Counsellor) • You can take the test at your own time • No need to queue at the clinic to know your HIV Status • Total confidentiality of test result • HIVSS put you in control of your HIV Status and whom to share your status with • After knowing your HIV status, it is important to practice safe sex. ▇▇▇▇▇▇ draws her joys and happiness from her children. Her major aspirations are centered on her children’s education, health and their wellbeing. ▇▇▇▇▇▇ does not solely depend on her husband for financial support and hence ventures in entrepreneurial activities to make ends meet for her family. ▇▇▇▇▇▇ knows that her husband has affairs but she is afraid to confront him. She wants her husband to test but she is afraid of asking him because that could be interpreted as an accusation of infidelity. She also wonders about her own HIV status and would get tested; however, she is concerned about the level of confidentiality maintained by nurses and their judgmental attitudes. HIVST can at least offer Zanele a way to check her own status. • Your partner’s HIV test results may not reflect your status • Some couples live with different HIV status • You can take an HIVST test without provider’s presence • Know your results and have a peace of mind • Knowing your HIV status will put you in control of your health and plan for the wellbeing of your family. ▇▇▇▇▇▇ is a vibrant young man with an active sex life. ▇▇▇▇▇▇ does not want to be counseled however he wants to know his HIV status. He is not willing to share his risky behavior with a counselor. He is open to share his sexual history with friends. ▇▇▇▇▇▇ does have to go through counseling for him to know his HIV status. • No pre-test counseling session • After self-screening, you can seek post-test counseling services at your own convenience • Know your HIV results and have a peace of mind • Knowing your HIV status will help protect you and your sexual partner • HIVSS helps you know your status at your convenience These profiles or “archetypes” should be based on data collected during empathy mapping, journey mapping and situational analysis. Once an archetype for a particular priority population has been thoroughly researched and validated, it will likely remain relevant for a long time and should not need to be recreated for a few years. A simple archetype document should tell a story about a hypothetical member of the priority population as a real person. While the archetype might represent a group with a range of characteristics, the archetype itself should represent a specific person with enough personal detail to help you imagine how this particular person might behave in real-life situations. In addition to creating archetypes for intended users, it is sometimes helpful to create archetypes for other actors in the HIVST market (manufacturers, regulators, pharmacists, CBDs, etc.). In these cases, you will want to understand the key drivers of a business or the broader policy objectives and alternatives facing donors and policymakers. Not all archetypes need not look the same nor contain the exact same information. The output should be concise (about 1 or 2 pages long) and easy to understand, with key insights and considerations clearly highlighted. Most archetypes will contain the following core components: • Giving your archetype a name immediately makes them more relatable as an individual • Basic demographic information such as age, marital status, geographic location and wealth quintile to give you a clear idea of their place in society (you can use data collected during the Target Consumer Segmentation activity in the Diagnose phase) • Attitudes, perceptions and risk behaviors as they relate to the target behavior, to give you a sense of their relationship to the health need (again, you can use data collected during the Target Consumer Segmentation activity in the Diagnose phase) • Motivators and barriers to the target behavior, to clarify their thought process • Media habits to help us know how to reach them and who else might be influencing them • Goals and aspirations, especially as they relate to the desired behavior, so we can position the solution as being in line with their personal interests • A brief narrative of a typical day in their life to help us think of new ways to engage them • Influencers who shape their perceptions and beliefs Example of HIVST archetype used for demand creation planning in South Africa: Female 20 years old Single None ▇▇▇▇▇ lives in a township in South Africa, where she grew up. She was raised by her grandparents and her mother, who is a domestic worker. ▇▇▇▇▇ lives in a small home with five other family members. ▇▇▇▇▇ is out of school but not working. She completed Grade 12 at the high school near her township. Wanting to know status Not feeling well Inspired by an HIV-positive person Did not use protection Pregnancy To make sure the person she dates will be safe Not sure about partner’s HIV status Encouraged by friends or a partner to test 4.2. UNDERSTANDING THE MARKETMARKET
Appears in 1 contract
Sources: Hiv Self Testing Operational Guide