Part of the Action Catalyst Tools (ACT) for Voluntary Medical Male Circumcision (VMMC), this document is designed to help implementing partners in 15 priority countries in eastern and southern Africa understand men's attitudes toward VMMC and use that understanding to convert men's intent to circumcise into action. The framework was developed based on market research conducted in Zambia and Zimbabwe. This version of the framework includes an appendix outlining the findings from quantitative segmentation done in Zambia. (A version with an appendix on segmentation in Zimbabwe is also available.) These appendices are not directly relevant to other countries but could be reviewed to understand the value of conducting quantitative segmentation.