Formative Evaluation Theory, Methods, and Examples Dr. Rajiv Rimal, Associate Professor Department of Health, Behavior & Society Johns Hopkins University School of Public Health

Why Formative Evaluation Central tenet of behavior change interventions: KNOW YOUR AUDIENCE Demographically – Age – Education – Gender – Religion – Political views – Residence – Health literacy

Knowing your Audience Psychographical profile – Prevailing attitude – Knowledge – Risk perceptions – Efficacy beliefs – Perceived barriers Communication profile – Interpersonal ties – Media use patterns – New technology adoption – Access to information

Knowing your Audience Behaviorally – Prior behaviors – Readiness for adoption of new behaviors Culturally – Social norms – Social support – Cultural traditions – Obligations Structurally – Environmental facilitators and constraints – Access to services

Reach & Touch Targeting – Reaching the audience “where they live” – Tapping into the appropriate communication channel or venue – Purpose: to enhance exposure Tailoring: Crafting persuasive messages that – Resonate – Inspire – Motivate Segmentation: Devising meaningful clusters that are – Internally homogenous – Externally heterogeneous

Formative Evaluation in the UHI Project, UP, India (July, 2010) Targeting Question: What salient communication channels need to be employed? – TV, mobile phones, interpersonal sources Segmentation Question: Who are the primary audiences? – Newly married couples, without children – Couples with 1 child – Couples with 2+ children Tailoring Question: What messages will be designed? – Not about persuasion, but about facilitation – Based on aspiration