Qualitative Research

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.

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.

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.

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.

7 of the 11 Research Questions are Qualitative

Let’s look at the decision points these questions support

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

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)

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

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

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

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

In Marketing

4. What does your target audience(s) perceive as the barrier(s) to taking on the new behavior(s)?

• Economic Barriers

• Social Barriers

• Emotional Barriers

• Legal Barriers

Economic Barriers

Legal Barriers

Social Barriers

Emotional Barriers

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

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

Financial Benefits

Personal or Family Benefits

Emotional or Satisfaction Benefits

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

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

PRESENTATION TITLE OPTIONAL

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)

7. Who does the target audience(s) trust as an information source?

GovernmentNGOsPeople Like Themselves

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

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

Conduct three focus groups on your campaign

Group 1 – Rocky as Moderator in room 103 – across the hallGroup 2 – Christy as Moderator in room 102 – across the hall and to the leftGroup 3 – Katie as Moderator in room 5 – out the door to left and at end of hall

Please keep to 10 Minutes

Break

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

Audience Segmentation