Zimbabwe (2014): Qualitative Segmentation Study on Condom Use among Women and Men Aged 15-49 Years in Zimbabwe.

PSI/Zimbabwe is implementing a Multi-year USAID and DFID funded HIV prevention program targeting sexually active Zimbabwean men and women ages 15-49 years. The program goal is to reduce HIV incidence and the impact of HIV and AIDS on Zimbabweans. The aim of this study was to identify motivators and barriers to consistent condom use among adults 15 to 49 years: Specifically, the study objectives were to: Identify factors explaining consistent condoms use; Build one or more profiles that portray the characteristics of condom users and non-users; Identify current strategies used by men and women to overcome obstacles to correct and consistent condom use; Describe how to get information to target audience; Describe men and women past experiences with condom use and alternative behaviours; Understand how men and women perceive adopters and non-adopters of condom use behaviour. This study was conducted among men and women age 15- 49 years residing in both rural and urban areas in Zimbabwe. Twenty four (24) respondents were purposively selected to participate in the study, eight (8) being men and sixteen (16) being women. An exclusively qualitative approach using in-depth interviews was used to collect data in one on one audio recorded qualitative interview. Trained moderators/interviewers recruited study participants, in collaboration with PSI care and Protector Plus (PP) sales agents who would use their records to identify potential participants