This formative research report by the Maternal and Newborn Health in Ethiopia Partnership (MaNHEP) examines both supply-side and demand-side dimensions of maternal and newborn health care. A key aim of the research was to understand the low rates of interaction between mothers and trained frontline health workers, including health extension workers, volunteer community health workers, and traditional birth attendants. The formative research has clear implications for training, collaborative quality improvement, and behavioral change communication strategies of the MaNHEP program.