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.