Transcript Presentation title page

Workshop A: Research
Wednesday 3rd June, 2009
Jane Breeze
Senior Research Manager, COI
Market research: context in
social marketing
Market Research - context
• The application of market research is a key strategic tool
• It’s all about gaining insights
• Total Process Planning /Engage model
Market Research - context
• Social Marketing is applying marketing
techniques to achieve behavioural goals
relevant to a social good
• Requires genuine consumer insight
- understanding the ‘exchange’, i.e. what
is ‘competing’ for attention in people’s
lives?
Market Research - context
• Research a critical stage in any social marketing programme :
Objectives
– Understanding of scale of issue in local area
– Deep understanding of target audience – social context,
attitudes, behaviours, stage of change
– Triggers and barriers to behaviour change
– Inform intervention/marketing mix to achieve behavioural
goal
– Segmentation - target key segments
– Inform development of KPIs for evaluation
– Insight, test, learn and refine
Carrying out research
Types of research - overview
Stop or move on
Desk research
Not reinventing wheel
Shared resources?
Helps write better brief
Research at heart
Of comms planning
cycle
Adds to
knowledge
Qualitative
research
Deep understanding
Generate ideas
Does not measure
Stop or move on
Quantitative
research
Size /measure
Outturn reporting
Secondary research - what is known
already?
• Desk research: existing evidence and insight
• National work – audience/communications insights on the ALC
• Own learnings from existing interventions
• Best practice other regions (similar audiences/local characteristics)
• Stakeholder knowledge
• Data-driven segmentation sources
• NWPO segmentation tool – commissioning decisions
• Communications targeting tools – MOSAIC/Health ACORN – geodemographics, TGI – media usage and consumption, Lifestyle data,
national pilot response data modelling
Case Study 1: using audience insight and
CACI segmentation (in progress)
• New segmentation tool being developed by CACI (using range
of data sources):
•
•
•
Pen portraits of key segments
Local level maps highlighting where live
Guidance on appropriate communication channels
• Application of insight research into different drinker motivations
across key segments – motivations and implications for media/
comms strategy
Need to
Stand Out
Need for Control
More social
Macho
Drinker
More individual dimension
Why do our
drinkers drink?
Conformist
Drinker
De-stress
Drinker
Boredom
Drinker
dimension
BorderDepressed
Dependent
Drinker
Drinkers
Re-bonding
Drinker
Hedonistic
Drinker
Community
Drinker
Need for Release
Need to
Belong
Case Study 2: Self help booklet piloting and
development
• Stage 1 – review of insight research
and key messages
• Stage 2 – booklet creative
development research across drinker
types/demographics
• Stage 3 – NW pilot response data,
experience and support needs
research amongst responders
• Stage 4 - materials refined and
message testing research across
drinker types
Assess gaps – need for primary research?
Face to face surveys
Depth interviews
Online surveys
Postal survey
Focus groups
Vox pops
Workshops
Ethnography/Observation
Telephone surveys
Doing your own research (1)?
Consider
• Ask yourself: are you the right person to be doing this?
– Audiences (staff, ethnic minorities etc.)
– Sensitive issues ?
– Risks – ethics, data protection and quality
– Your time and resources (skills, e.g. facilitation, data
collection, processing and recruitment)
• Do you know how to find respondents?
• Survey tools, e.g. SNAP, web surveys
Doing your own research (2)?
Surveys - some things you should do:
•
•
•
•
•
•
•
Keep questions short and simple
Label all points on attitude scales
Use between five and seven points on attitude scales
Put open questions before closed ones on a similar topic
Ask general attitudes questions before specifics
Ask sensitive and demographic questions at end
For tracking questions hold wording and context constant
Doing your own research (3)?
Surveys - things you should avoid/be alert to:
•
•
•
•
•
•
•
•
Ambiguity
Leading questions
Double-barrelled questions
Double negatives
Asking people to remember/rank too much
Putting most popular items at top of lists (need to ideally rotate)
Question sensitivity
Potential acquiescence bias
Case Study 3: Lincolnshire PCT
• Stage 1: Use of NWPO data to identify
higher risk drinkers as key target
• Stage 2: focus groups to test national
and localised images/messaging, as
well as other interventions
• Stage 3: development of web-based
resources for higher risk drinkers
• Stage 4: evaluation from web traffic
data and surveys posted on the site
(awareness and behaviour)
Briefing research agencies (1)
• Full background to project
• Specific SMART objectives
• What information is vital to collect?
• Do you need “measurement” or “understanding”?
• Does this exist already? (stop/go on)?
• Who are your most important target audiences?
• Prepare concise, structured written brief
Briefing research agencies (2)
• Let the professionals do most of the rest (if you can)
• They will provide a wealth of expertise to add value and
remove headaches for you..
• Think about how to develop links with local or national
market research industry suppliers
Q&A
Practical application and surgery
Exercise 1 – practical application
• Working in two groups, spend max. 8 minutes on the
following:
– Think about your own work and how you might
use research to develop insight for social
marketing implementation
– Brainstorm the possible sources of market
research information/tools
– Please then feedback to the whole group (1
minute each)
Exercise 2 – research “surgery”
• Thinking again about practical implications in your
area
– Do you have any questions/concerns that I/fellow
delegates can answer
– Sources of future support (ALC, COI)
THANK
THANKYOU
YOU