Understanding how they really feel: Lesson learned from four approaches to soliciting user preferences for new contraceptive products in development.

BACKGROUND: An expanded range of contraceptive methods could reduce unintended pregnancies. User preferences research is important for successful development of products people want to use. This paper describes four approaches to preferences research soliciting user input in different ways: 1) perspectives on contraceptive method characteristics, 2) reactions to products in development, 3) trade-offs between contraceptive method characteristics, and 4) "blue-sky" ideas on novel contraceptive technologies.

METHODS: We conducted two mixed-method studies: one implemented in Burkina Faso and Uganda combining three of these approaches, and the other implemented in India and Nigeria using two approaches. We share observations on the strengths and weaknesses of each approach and draw on our experience to highlight lessons learned for future user preferences studies.

RESULTS: Each approach contributes to product development in different ways, and the usefulness of each methodology depends on the product development stage and corresponding informational needs.

CONCLUSIONS: Recommendations for future research include combining different methods, angles, and perspectives; using sequential designs whenever possible; tailoring product descriptions to user understanding for optimal feedback; and acknowledging the value and limitations of both quantitative results for modeling demand and idiosyncratic ideas to inspire development of new products.