One of the strong components of GSMF’s marketing strategy is the incorporation of research and monitoring into all our programs. Results of surveys inform and guide communication activities. Research has also helped to provide information to segment the contraceptive market, package our product and messages appropriately to the taste of consumers, throw light on the lifestyle and media habits of consumers, among others. GSMF has been able to track some important public health indicators through population-based research studies.
In the design and implementation of some national-level research studies, GSMF has also collaborated with other international agencies like The Futures Group International, Johns Hopkins University (Center for Population programmes), Tulane University (FOCUS), Delliotes and Touche’s Commercial Markets Strategies project, and Family Health International.
GSMF manages a fully equipped research department with well-qualified staff who have a wealth of experience in marketing research, public health and other development related research work. Apart from providing the information needs of the organization, this department has the capacity to undertake research work for other agencies.
GSMF can boast of a wide array of research experience including:
- KAPB studies regarding family planning, malaria and HIV/AIDS,
- Various kinds of pretests (product packaging pretests, commercials and infomercials etc.),
- Retail audits, store checks etc.
- Post-evaluation and impact studies for various programmes especially IEC activities,
- Exploratory market studies,
- Population-based national-level studies such as the Ghana Youth Reproductive Health Survey.
- National level Psychographics and Lifestyle Survey of Urban/Peri-urban Men and Women in Ghana.
- Test marketing
OUR VISION is to create a sustainable organisation with the capacity to respond to emerging public health and other developmental needs in developing countries.
