A 02-month exhaustive nationwide qualitative research study was conducted to inform a nationwide communications campaign for USAID Pakistan. Icarus Incorporated was responsible to obtain insights into the psychographic drivers behind the public perception of US, USG and USAID as well as the barriers and respective solutions to attain an ideal perception of USAID. 32 Focus Group Discussions were conducted across four provinces to encompass geographic, demographic as well as psychographic segmentation.

Locations: Karachi, Hyderabad, Umerkoat, Kherpur, Dadu, Islamabad, Peshawar, Mingora, Faisalabad, Multan, Bahawalpur, Lodhran, Jhelum, Quetta, Loralai