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When One Size Doesn't Fit All: Segmenting the Family Planning Market in Azerbaijan

Private Sector Partnerships-One (PSP-One) is a worldwide project that provides technical leadership to facilitate private sector provision of high-quality reproductive health and family planning (RH/FP) products and services. Funded from 2004-2009 by the United States Agency for International Development (USAID), PSP-One is led by Abt Associates Inc., a US-based research and consulting firm. USAID/Azerbaijan funded PSP-One to conduct a client-centered market segmentation research study in Azerbaijan, to understand how RH/FP needs and preferences differ among various non-user groups. This is a key step to developing effective program interventions that can catalyze demand for RH/FP products and services.