Workshop A: Research

Wednesday 3rd June, 2009

Jane BreezeSenior 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

• 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

Market Research - context

• Research a critical stage in any social marketing programme :

– 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

Objectives

Carrying out research

Research at heart

Of comms planning

cycle

Qualitative research

Deep understandingGenerate ideas

Does not measure

Stop or move on

Quantitative research

Size /measureOutturn reporting

Adds to knowledge

Desk researchNot reinventing wheel

Shared resources?Helps write better brief

Stop or move on

Types of research - overview

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 – geo-

demographics, 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 for Release

Need for Control

Need to

Stand Out

Need to

Belong

Conformist

DrinkerDe-stress

Drinker

Community

Drinker

Macho

Drinker

More social dimensionDepressed

Drinker

Mor

e in

divi

dual

dim

ensi

on

Boredom

Drinker

Re-bonding

Drinker

Hedonistic

Drinker

Border-

Dependent

Drinkers

Why do our drinkers drink?

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

Ethnography/Observation

Workshops

Depth interviewsFace to face surveys

Focus groups

Online surveysVox popsPostal survey

Assess gaps – need for primary research?

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&APractical 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 YOUTHANK YOU