Case Studies in Formative Research

Formative research is a vital component of the social marketing process. Unless you understand the problem you are addressing from your target audience’s perspective, and gain insight into what would motivate your target audience, you cannot change behaviour. There are numerous research methods which can help you gain this crucial understanding, however some methods are more appropriate than others, and the methods used must take into consideration the audience type and/or topic area. This chapter uses a series of case studies to explore how different research methods have been used to gain the key insights and in-depth understanding of the target audience required to develop effective behaviour change programs. The research methods covered in this chapter include focus group discussions, individual interviews, observations, and photo diaries, plus the use of new technologies including text messaging and video booths.