Perceptual mapping of service providers and contraceptive methods in Uttar Pradesh, India: key findings.
This paper reports on the findings of a study conducted by The Social and Rural Research Institute which uses a perceptual mapping technique to determine perceptions of potential clients of family planning services in Uttar Pradesh, India, towards health service providers and available contraceptive methods. In the study, the following aspects of image were analyzed: self-concept, objects, object attributes, object/attribute value, and similarity. The links between elements in the perceptual map were measured by using a series of questions. The image survey involved 2 phases; namely, 1) a qualitative phase, in which focus group discussions were used to identify family planning service providers and the contraceptive methods with which people were familiar and the attributes that people associate with them; and 2) a quantitative phase, in which data about how strongly individuals associate the attributes identified in the focus groups are gathered. The perceptual mapping technique proved to be a useful method in identifying strategies in improving the image of selected methods of providers, or for repositioning methods or providers relative to each other.