4. AUDIENCE RESEARCH: WHY
âą SHC without audience research fails!
âą âNothing about us, without usâ
âą TO KNOW FOR SURE:
â what âstage of changeâ
â what will motivate audience to change.
â what barriers stand in the way of change.
â preferred communication methods & sources.
6. AUDIENCE RESEARCH: WHEN?
âą Before develop your communication
â Formative Research
âą While developing your communication
â Checking messages
â Developing messages WITH YOUR AUDIENCE
âą After developing your communication
â Pre-Testing
â Tracking Survey
7. AUDIENCE RESEARCH: HOW?
âą Focus Group Discussions
âą Key Informant (Stakeholder) Interviews
âą Audience Portraits (with your audience)
âą Workshops
âą Day in the Life Of (DILO)
âą Top of Mind Activity (TOMA)
âą Risk/Community Mapping
âą KAP (Knowledge, Attitude & Practices)
Surveys
âą Barriers - Benefits Analysis
8.
9. AUDIENCE PORTRAITS
âą A picture of a typical member of your
audience.
Helps you find out about:
â What audience already knows.
â What attitudes they have towards the behaviour
you are promoting.
â What they care about / what you could say to
persuade them to change
âą Best done with your target audience!!
10.
11. AUDIENCE PORTRAIT: Part 1
âą What is his/her name?
âą How old is he/she?
âą Where does she live?
âą What does s/he do on weekends?
âą Does s/he work? If so, what does s/he do?
âą What community/social groups does s/he belong to?
âą Who does s/he speak to about health issues?
âą What MOTIVATES him/her?
âą What are his/her dreams for the future?
âą What does s/he care about RIGHT NOW?
âą Media preferences (from who and how do they want
to hear messages)
12. AUDIENCE PORTRAIT: Part 2
âą What does your audience already know about CC &
health?
âą What misinformation/myths do they have about CC?
âą What are their attitudes towards the behaviour you are
promoting?
âą Do they need any skills to do the behaviour you are
promoting?
âą WHAT IS THEIR STAGE OF CHANGE?
CHECK YOUR ASSUMPTIONS!!!!
USE RESEARCH!
13. AUDIENCE PORTRAIT: Part 3
âą Barriers/Obstacles to change
â What is standing in the way of doing what you
promote?
â Why arenât they doing it now?
âą Benefits of Change
â What benefit do audience members already associate or
could associate with the behaviour you are promoting?
14. Your turn
âą Develop an audience portrait using the
handout as a guide.
âą Pay most attention to: BARRIERS TO
CHANGE & STAGE OF CHANGE
âą VERY IMPORTANT: NOTE AREAS WHERE
YOU NEED MORE RESEARCH.
16. FOCUS GROUP DISCUSSIONS
âą 10 â 15 questions MAX
âą 8 â 10 people
âą 1.5 â 2 hours MAX
âą RELAXED & INFORMAL!!!!
âą EXPLORES: Attitudes, Risk Perception,
Benefits, Barriers, Media Preferences
17. KAP SURVEYS
âą Same as a pre and post test
âą Questions about knowledge, attitudes &
practices (& media preferences)
âą Simple: 15 â 50 questions (100 â 150 sample)
âą Complex: 50 â 150 questions (300 â 500 sample)
âą See handouts