1. Qualitative Research

2. 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.

3. 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.

4. 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.

5. 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.

6. 7 of the 11 Research Questions are Qualitative Let’s look at the decision points these questions support

7. 1. Why is the target audience carrying out their current behavior(s)?

8. 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)

9. 2. Are there multiple audiences that need to change their behavior(s)?

10. 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

11. 3. Are there audiences that have major influence over your target audience (i.e. key influencers)?

12. 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

13. In Marketing

14. 4. What does your target audience(s) perceive as the barrier(s) to taking on the new behavior(s)? Economic Barriers Economic Barriers Social Barriers Social Barriers Emotional Barriers Emotional Barriers Legal Barriers Legal Barriers

15. Economic Barriers

16. Legal Barriers

17. Social Barriers

18. Emotional Barriers

19. 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

20. 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

21. Financial Benefits

22. Personal or Family Benefits

23. Emotional or Satisfaction Benefits

24. 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

25. 6. What information source(s) do the target audience(s) look to when it comes to the target behavior? PRESENTATION TITLE OPTIONAL

26. 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)

27. 7. Who does the target audience(s) trust as an information source? Government NGOs People Like Themselves

28. 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

29. What are the common problems you face in the field about qualitative?

30. Conduct three focus groups on your campaign Group 1 – Rocky as Moderator in room 103 – across the hall Group 2 – Christy as Moderator in room 102 – across the hall and to the left Group 3 – Katie as Moderator in room 5 – out the door to left and at end of hall

31. Please keep to 10 Minutes Break

32. Three focus groups note takers and moderators - report what they heard

33. Audience Segmentation