In 2018/9, CoMeT collaborated with Final Mile, behavior design experts and Infinite Insights, a research organization in a project sponsored by Johnson & Johnson to understand Risk and Reward Perceptions, Attitudes and Behaviors of Men who engage in risky sexual behaviors and yet, are not aware of their HIV status and to develop strategic tools, conceptual frameworks, and behavioral segmentation tools that can empower HIV/AIDS prevention stakeholders to understand enablers and barriers towards at-risk HIV men (aged 20-34) visiting clinics to know their HIV status and to drive behaviors that minimize their contribution to spreading of new HIV infections. The methodology involved a phased approach - engaging key project stakeholders, immersion and EthnoLab, a proprietary research method, involving mixed-methods such as qualitative observation, in-depth interviews, and simulated decision-making games, to develop actionable insights. The sample covered 240 men within the age group of 20-34 years from high-risk urban and rural counties- Kisumu, Nakuru, Homa Bay and Siaya as well as 60 influencers namely parents, partners, and religious leaders. Behavioral segmentation was used to develop Strategic Tools to help stakeholders make better-informed decisions, inspire and inform the development of meaningful solutions.