Audience research is absolutely essential to the social marketing process. Unless you truly know the audience’s values and needs, you cannot craft a strategy to exchange a new healthier behavior for a competing behavior.
In this episode, we discuss some of the obstacles to audience research and how you can do audience research on a shoestring. We also discuss how the focus on the audience makes social marketing a natural fit for approaches that center marginalized audiences and share power with the audience during the research and planning process.
Resources:
Slater, M. D., Kelly, K. J., & Thackeray, R. (2006). Segmentation on a Shoestring: Health Audience Segmentation in Limited-Budget and Local Social Marketing Interventions. Health Promotion Practice, 7(2), 170–173.
Ford, Chandra L, and Collins O Airhihenbuwa. “Critical Race Theory, race equity, and public health: toward antiracism praxis.” American journal of public health vol. 100 Suppl 1,Suppl 1 (2010): S30-5. doi:10.2105/AJPH.2009.171058
Ten Tips for Conducting Market Research On a Shoestring Budget | SJ Insights, LLC
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