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.
