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YUVAA Segmentation Overview

The YUVAA project is focused on promoting genuine choice and supporting young married couples and first-time parents in the decisions they make before, during, and after their first birth. To that end, this document is a summary of the results and recommendations from the quantitative segmentation analysis that was done as part of the project. It provides an overview of the overall family planning dynamics of young married couples in India including archetypes of five distinct subgroups of men and women. YUVAA content, program deployment, and technological interventions will be informed by the segmentation analysis and will be used to ensure that the YUVAA project can serve men, women, and couples’ needs as effectively as possible.

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