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The purpose of this guide is to provide a ready reference tool for conducting qualitative research and planning a behavior change communications strategy to improve newborn care practices. In this guide, we label this research ‘qualitative,’ but it is important to note that the term ‘formative’ can be used to describe it as well. The guide has been designed with the understanding that the qualitative research and analysis could be carried out by subcontracted technical agencies or individuals who would supply the information to program managers. The program manager will not design, develop, or execute field studies, but rather will provide terms of reference and informed technical supervision and management.