Qualitative Research. Learning Objectives: Identify all decision points that rely on qualitative...
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Transcript of Qualitative Research. Learning Objectives: Identify all decision points that rely on qualitative...
![Page 1: Qualitative Research. Learning Objectives: Identify all decision points that rely on qualitative research, including barrier removal. Address common challenges,](https://reader030.fdocuments.in/reader030/viewer/2022032723/56649d095503460f949dbf3c/html5/thumbnails/1.jpg)
Qualitative Research
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Learning Objectives:
• Identify all decision points that rely on qualitative research, including barrier removal.
• Address common challenges, e.g. information needs, interviewees/recruitment, triangulation, coding.
• Develop skills in transforming the 7 qualitative questions into tailored questions for the specific target audience.
• Draft research plan; Conduct qualitative research; Transcribe data into data analysis tool; Do Audience Segmentation.
![Page 3: Qualitative Research. Learning Objectives: Identify all decision points that rely on qualitative research, including barrier removal. Address common challenges,](https://reader030.fdocuments.in/reader030/viewer/2022032723/56649d095503460f949dbf3c/html5/thumbnails/3.jpg)
Learning Objectives:
• Identify all decision points that rely on qualitative research, including barrier removal.
• Address common challenges, e.g. information needs, interviewees/recruitment, triangulation, coding.
• Develop skills in transforming the 7 qualitative questions into tailored questions for the specific target audience.
• Draft research plan; Conduct qualitative research; Transcribe data into data analysis tool; Do Audience Segmentation.
![Page 4: Qualitative Research. Learning Objectives: Identify all decision points that rely on qualitative research, including barrier removal. Address common challenges,](https://reader030.fdocuments.in/reader030/viewer/2022032723/56649d095503460f949dbf3c/html5/thumbnails/4.jpg)
Learning Objectives:
• Identify all decision points that rely on qualitative research, including barrier removal.
• Address common challenges, e.g. information needs, interviewees/recruitment, triangulation, coding.
• Develop skills in transforming the 7 qualitative questions into tailored questions for the specific target audience.
• Draft research plan; Conduct qualitative research; Transcribe data into data analysis tool; Do Audience Segmentation.
![Page 5: Qualitative Research. Learning Objectives: Identify all decision points that rely on qualitative research, including barrier removal. Address common challenges,](https://reader030.fdocuments.in/reader030/viewer/2022032723/56649d095503460f949dbf3c/html5/thumbnails/5.jpg)
Learning Objectives:
• Identify all decision points that rely on qualitative research, including barrier removal.
• Address common challenges, e.g. information needs, interviewees/recruitment, triangulation, coding.
• Develop skills in transforming the 7 qualitative questions into tailored questions for the specific target audience.
• Draft research plan; Conduct qualitative research; Transcribe data into data analysis tool; Do Audience Segmentation.
![Page 6: Qualitative Research. Learning Objectives: Identify all decision points that rely on qualitative research, including barrier removal. Address common challenges,](https://reader030.fdocuments.in/reader030/viewer/2022032723/56649d095503460f949dbf3c/html5/thumbnails/6.jpg)
7 of the 11 Research Questions are Qualitative
Let’s look at the decision points these questions support
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1. Why is the target audience carrying out their current behavior(s)?
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Where will you use the answer to this question: Why is the Target Audience…
Concept Model → Audience Segmentation Results Chain →SMART Objectives →ToC Quantitative Survey Questions Target Audience Plan: Audience Persona,
Marketing Mix (Product, Positioning), Messaging Strategy, Creative Brief (Target Audience, Desired Action)
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2. Are there multiple audiences that need to change their behavior(s)?
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Where will you use the answer to this question? Are there multiple …
• Concept Model → Audience Segmentation• Results Chain →SMART Objectives →ToC• Quantitative Survey Questions• Barrier Removal Strategy• Target Audience Plan: Audience Persona,
Marketing Mix (Product, Price), Creative Brief (Target Audience)
• Community Mobilization Plan
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3. Are there audiences that have major influence over your target audience (i.e. key influencers)?
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Where will you use the answer to this question? Key Influencers …
• Concept Model → Audience Segmentation• Results Chain →SMART Objectives →ToC• Quantitative Survey Question• Target Audience Plan: Audience Persona,
Creative Brief (Target Audience, Support)• Community Mobilization Plan• Key Influencer Plan
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In Marketing
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4. What does your target audience(s) perceive as the barrier(s) to taking on the new behavior(s)?
• Economic Barriers
• Social Barriers
• Emotional Barriers
• Legal Barriers
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Economic Barriers
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Legal Barriers
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Social Barriers
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Emotional Barriers
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Where will you use the answer to this question – Perceived Barriers
• Concept Model → Audience Segmentation• Results Chain →SMART Objectives →ToC• Quantitative Survey Questions• Barrier Removal Strategy• Target Audience Plan: Audience Persona, Benefits
Exchange, Marketing Mix (Product, Price, Promotion, Positioning), Messaging Strategy, Creative Brief (Target Audience, Desired Action, Barriers)
• Community Mobilization Plan
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5. What does your target audience(s) perceive as the benefit(s) in carrying out the new behaviors?
Financial Benefits
Personal or Family Benefits
Emotional or Satisfaction Benefits
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Financial Benefits
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Personal or Family Benefits
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Emotional or Satisfaction Benefits
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Where will you use the answer to this question – Perceived Benefits
• Concept Model → Audience Segmentation• Results Chain →SMART Objectives →ToC• Quantitative Survey Questions• Barrier Removal Strategy• Target Audience Plan: Audience Persona, Benefits
Exchange, Marketing Mix (Product, Price, Place, Promotion, Positioning), Messaging Strategy, Creative Brief (Target Audience, Desired Action)
• Community Mobilization Plan
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6. What information source(s) do the target audience(s) look to when it comes to the target behavior?
PRESENTATION TITLE OPTIONAL
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Where will you use the answer to this question – Where does TA look for information…
• Concept Model → Audience Segmentation• Quantitative Survey Questions• Barrier Removal Strategy• Target Audience Plan: Audience Persona,
Benefits Exchange, Marketing Mix (Place, Promotion, Positioning), Messaging Strategy, Creative Brief (Target Audience, Openings, Campaign Materials)
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7. Who does the target audience(s) trust as an information source?
GovernmentNGOsPeople Like Themselves
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Where will you use the answer to this question – Trusted Sources
• Concept Model → Audience Segmentation• Quantitative Survey Questions• Target Audience Plan: Audience Persona,
Marketing Mix (Promotion, Positioning), Messaging Strategy, Creative Brief (Target Audience, Image & Tone)
• Community Mobilization Plan
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What are the common problems you face in the field about qualitative?
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Conduct three focus groups on your campaign
Group 1 – Rocky as Moderator in room 103 – across the hallGroup 2 – Christy as Moderator in room 102 – across the hall and to the leftGroup 3 – Katie as Moderator in room 5 – out the door to left and at end of hall
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Please keep to 10 Minutes
Break
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Three focus groups note takers and moderators - report what they heard
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Audience Segmentation
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