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   Part M. Social Marketing and Institutionalization of the ... >
      Chapter 45. Social Marketing of Successful Components of the ... >
         Section 3. Listening to Those Whose Behavior Matters >
             Tools & Checklists - A checklist that summarizes the major points contained in the section. >

Listening to Those Whose Behavior Matters

  

Tools & Checklists

 Contributed by Phil Rabinowitz Edited by Valerie Renault

Checklist

Here you will find a checklist, summarizing the significant points of the section.


Why should you listen to those whose behavior you're trying to change?

__ You listen out of simple respect.

__ You listen because it will improve both your campaign and its chances of success .


Who are the people to whom you need to listen?

To identify those to whom you need to listen:

__ You use your knowledge of the community.

__ You use publicly available government information.

__ You read the latest research about your issue.

__ You use information from the community itself.

__ You look for indirect targets.

__ You consider how much of the potential target population you want to reach.

__ You aim at the whole community if necessary.


How do you contact those whose behavior matters?

__ You use language the target group understands.

__ You put your message where the target group will get it.

__ You know and respect the culture and customs of those you're trying to reach .

__ You use trusted intermediaries.

__ You make as much personal contact as possible.

__ You let people know you're interested in what they think.


How do you listen to those whose behavior matters?

__ You know the forms research can take:

  • Indirect sources
  • Non-participant observer ethnographic studies
  • Participant observer ethnographic studies
  • Depth interviews
  • Focus groups
  • Surveys

Determine which questions to ask:

__ You identify the decisions that will need to be made as a result of the research , and who will make them.

__ You determine what information the decision-makers need in order to design and run an effective campaign.

__ You check with the decision-makers to make sure that what you've come up with is what they really need.

__ You decide what kind of analysis you'll need to complete your study.

__ You determine the questions you need to ask to get the information you need.