AIDSQuest: The HIV/AIDS Survey Library
Survey Summaries

Population Services International—Social Marketing Surveys

Overview
Two examples of Population Services International’s (PSI) social marketing surveys are highlighted, distribution surveys and consumer profile surveys.

Distribution surveys (DS) measure the current availability of health products and the dissemination of point-of-purchase promotional materials. Data are collected on all brands, including the social marketed brand, commercial brands, and public brands. Information obtained by the DS includes the percentage of outlets by type that carry social marketed products, the percentage that have been visited by a PSI sales agent, sources of condoms, experiences with stock-outs, variations in costs and prices, and rate of sales. The DS also can be used to compare condom availability with that of other staple goods. The distribution survey is conducted with a representative sample of outlets, categorized by type of outlet. For comparative purposes, it is important to keep the same sampling strategy over time. Ideally a distribution survey should be done before the launch, again in one year, and every two years afterward.

Consumer profile surveys (CPS) are used to improve social marketing programs by obtaining information on consumer characteristics, awareness, and behavior. They address the impact of media messages and communication campaigns, awareness of HIV/AIDS and condoms, sexual behavior, and condom use. The CPS is an exit survey, rather than a population survey. It is conducted by contacting a representative sample of consumers who are interviewed at selected outlets using systematic sampling techniques. The sample includes all consumers contacted at the outlet, whether or not they are users of the social marketed brands, commercial brands, or public sector brands. 

Methodology/validity
Most PSI programs conduct distribution surveys annually. Recent distribution surveys have been conducted in Benin, Central America (Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua), Mozambique, and Uganda. PSI programs often conduct consumer profile surveys about a year after a new product is launched or several months after a new promotional campaign. Recently the CPS has been conducted in Bolivia, Kenya, Laos, and Paraguay. For further information, please see PSI's Web site at www.psi.org.

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This page updated 21 August 2006

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