1. Listening to Those Whose Behavior Matters

2. Why listen to the people whose behavior you're trying to change? It's disrespectful of people to assume that you know best what they need or should want. It will improve both your social marketing campaign itself and its chances of success.

3. Identifying the people you need to talk to: Use your knowledge of the issue and the community Use publicly available government information Read the latest research about your issue Use information from the community itself Look for indirect targets Consider how much of the potential target population you want to reach You may be aiming at the whole community

4. How do you contact those whose behavior matters? Use language the target group understands Put your message where the target group will get it Know and respect the culture and customs of those you're trying to reach Use trusted intermediaries Make as much personal contact as possible Let people know you're interested in what they think

5. How to listen to those whose behavior matters: market research What are some forms research can take? Use indirect sources Conduct an ethnographic study Carry out depth interviews Convene focus groups Conducting surveys

6. Determining what questions to ask Identify the decisions that need to be made as a result of the research, and who will make them Determine what information is needed to design and run an effective campaign Check that what you've come up with is what decision-makers really need Decide what kind of analysis you'll need to complete your study Determine the questions you need to ask to get the information you need