Understanding Drivers and Barriers to Condom Usage with Durex

China & Brazil

markets

Native

moderation

Clear Strategy

partner

China & Brazil

markets

Native

moderation

Clear Strategy

partner

The challenge

Uncovering sexual wellbeing attitudes across open and taboo markets

To increase market share and push brand boundaries, Durex (Reckitt) needed to understand the role of condoms and sex toys in the lives of younger generations in China and Brazil, markets with attitudes ranging from very open to highly taboo. In partnership with Clear Strategy, we set out to uncover the range of behaviours across sexual orientations and identify the specific influencers and barriers to product usage.

Industry

Sexual wellbeing

Solution

Localisation research

Markets

China, Brazil

Partner

Clear Strategy

Methods

Private native-moderated discussions

The approach

Private, culturally sensitive discovery on our platform

We leveraged our network of native moderators to run private discussions in each market, using appropriate localised language and tone with young millennials.

Deep-dive themes

We explored sensitive topics including hook-up culture, sexual fluidity, pornography, inclusivity, and sexual education.

Participant control

All tasks were kept private and optional, giving participants full control over what they shared to ensure they never felt uncomfortable.

Societal context

Our local teams provided additional insights into the cultural and societal backgrounds that inform sexual health decisions.

The result

A grounded view of two very different markets

The research identified the key motivators and barriers preventing people from using sexual wellbeing products. These insights informed several new product development ideas designed to encourage brand reappraisal and helped Durex understand how well their brand purpose resonated with local cultural attitudes.