1. SOCIAL MARKETING RESEARCH

2. OUTLINE When to do research Types of research –Formative –Process –Post-tests How to choose

3. FUNDAMENTAL ISSUE Marketing has a CUSTOMER focus and is EXCHANGE-based So you need to UNDERSTAND the audience –Not just behaviour, but knowledge & beliefs! before trying to change behaviour, ask –What do I need to know?

7. Why do RESEARCH? Reasons not to do it… Cost of measurement Problems with research Disagreement about what to test Creative objections Reasons to do it… Avoid costly mistakes Develop strategies Increase efficiency Required by funding agency

9. Basic Types of S.M. Research FORMATIVE –Focus groups –Consumer surveys (primary or secondary) –Concept testing PROCESS –Ongoing assessment POST-TESTS –Outcome evaluation

10. FORMATIVE RESEARCH

11. Formative Research Basic understanding of consumers Existing knowledge, attitudes, and behaviours Approaches: –Focus groups (generate ideas) May not represent the target market –Small surveys (prevalence in target market) Small samples may not be trustable –Secondary research (prevalence) Limited to what has been asked before

12. Examples 1.NCI Fruit & Vegetable Campaign –How many fruits and vegetables do people eat? 2.“Why do Americans eat what they do?” –Taste, Cost, Nutrition, Convenience 3.CDC Exercise –People want to, but they can’t find time 4.Zuni Suicide –Awareness, Concern, Beliefs about suicide 5.Conference –Timing? Location? Intention to submit?

13. Concept Testing Ideas shown to people in target audience Reactions and evaluations sought Qualitative and/or quantitative data Limitations: –Sample sizes are small (not quantifiable) –Consumers become instant “experts” –Members may not represent the target market –Results may seem definitive than they are

14. Concept Testing Ideas shown to people in target audience Reactions and evaluations sought Qualitative and/or quantitative data Limitations: –Sample sizes are small (not quantifiable) –Consumers become instant “experts” –Members may not represent the target market –Results may seem definitive than they are

19. Consumer Juries and Other Tests Potential viewers evaluate ads 50 to 100 participants Overall reaction to each ad and rank ordering of ads Examples of questions: 1.Which message would you most likely read? 2.Which headline interests you the most? 3.Which message is most convincing to not binge? 4.Which message did you like best? 5.Which message did you find most interesting?

21. Need estimates of prevalence? Objective answers by asking? Yes No Yes SURVEY Good Poor EXPLORATORY or SECONDARY RESEARCH OBSERVATIONAL RESEARCH FOCUS GROUPS No Research Flowchart Understanding of problem

22. PROCESS

23. Some Basic Questions Enrolment levels –How many people want to come? Attendance –What % of those enrolled attend? –What is the trend? Attendees –“What do you remember?” –“What is working for you? What isn’t?” General community –Survey questions to show impact

24. Advertising Research Broadcast tests –TV programs in specific markets –Day-after recall Split Cable studies –Ad run in one area, but not another –One ad in one area, different ad in the other –Day-after recall –Behaviour

26. 1. Please look over these pictures and words from a TV commercial. (Announcer) Remember Jared from Name? Turns out he has inspired a lot of people. (Singer) …You’re still looking good. He’ll show you the way. His name is Jared, and he’ll lead you to Name. 2. Do you remember seeing that commercial on TV? Yes No Not sure 3. How interested are you in what that TV commercial is trying to tell you or show you about what's being advertised? Very interested Somewhat interested Not interested 4. How does it make you feel about what's being advertised? Good OK Bad Not sure 5. Please check any of the following if you feel they describe that commercial. Amusing Appealing Familiar Fast moving Pointless Seen a lot

27. Tracking Questions Usually involves a SURVEY Approaches: –“Recontact” –a new sample Questions –Knowledge –Attitude –Behaviour

29. Example “5 A Day” Campaign –Knowledge How many servings SHOULD…?” –Awareness of campaign Do you remember seeing…?” –Attitudes Are you interested…” –Behaviour “Are you TRYING…?” “How many fruits did you eat…?” “How many vegetables…?”

30. POST-TESTS

31. Evaluation Usually done for funding agencies Typical measures: –Exposure –Awareness –Knowledge –Attitude –Behaviour

33. Example SUICIDE Exposure –How many student completed the curriculum? Knowledge –What do they know later? –Beliefs (have they changed?) Attitude –Feelings toward suicide Behaviour –Actual suicide rates in the community

34. SUMMARY

35. How do you proceed? Main question: –What do you MOST need to know? –CRAFT, not science –Best answered? Group? Brainstorming? –Practice in Breakout

36. How do you proceed? 3 Basic Types of S.M. Research: –Formative research –Pre-tests –Post-tests Each has it’s own use –Use what is most appropriate to find out what you want to know

37. Need estimates of prevalence? Objective answers by asking? Yes No Yes SURVEY Good Poor EXPLORATORY or SECONDARY RESEARCH OBSERVATIONAL RESEARCH FOCUS GROUPS No Research Flowchart Understanding of problem

38. Quote of the day People who ignore research are as dangerous as generals who ignore… enemy signals. David Ogilvy –(Ogilvy & Mather)