2. Workshop A: Research Wednesday 3 rd June, 2009 Jane Breeze Senior Research Manager, COI

3. Market research: context in social marketing

4. Market Research - context The application of market research is a key strategic tool It’s all about gaining insights Total Process Planning /Engage model

5. Social Marketing is applying marketing techniques to achieve behavioural goals relevant to a social good Requires genuine consumer insight - understanding the ‘exchange’, i.e. what is ‘competing’ for attention in people’s lives? Market Research - context

6. Research a critical stage in any social marketing programme : –Understanding of scale of issue in local area –Deep understanding of target audience – social context, attitudes, behaviours, stage of change – Triggers and barriers to behaviour change –Inform intervention/marketing mix to achieve behavioural goal –Segmentation - target key segments –Inform development of KPIs for evaluation –Insight, test, learn and refine Objectives

7. Carrying out research

8. Research at heart Of comms planning cycle Qualitative research Deep understanding Generate ideas Does not measure Stop or move on Quantitative research Size /measure Outturn reporting Adds to knowledge Desk research Not reinventing wheel Shared resources? Helps write better brief Stop or move on Types of research - overview

9. Secondary research - what is known already? Desk research: existing evidence and insight National work – audience/communications insights on the ALC Own learnings from existing interventions Best practice other regions (similar audiences/local characteristics) Stakeholder knowledge Data-driven segmentation sources NWPO segmentation tool – commissioning decisions Communications targeting tools – MOSAIC/Health ACORN – geo- demographics, TGI – media usage and consumption, Lifestyle data, national pilot response data modelling

10. Case Study 1: using audience insight and CACI segmentation (in progress) New segmentation tool being developed by CACI (using range of data sources): Pen portraits of key segments Local level maps highlighting where live Guidance on appropriate communication channels Application of insight research into different drinker motivations across key segments – motivations and implications for media/ comms strategy

11. Need for Release Need for Control Need to Stand Out Need to Belong Conformist Drinker De-stress Drinker Community Drinker Macho Drinker More social dimension Depressed Drinker More individual dimension Boredom Drinker Re-bonding Drinker Hedonistic Drinker Border- Dependent Drinkers Why do our drinkers drink?

12. Case Study 2: Self help booklet piloting and development Stage 1 – review of insight research and key messages Stage 2 – booklet creative development research across drinker types/demographics Stage 3 – NW pilot response data, experience and support needs research amongst responders Stage 4 - materials refined and message testing research across drinker types

13. Ethnography/Observation Workshops Depth interviews Face to face surveys Focus groups Online surveys Vox pops Postal survey Assess gaps – need for primary research? Telephone surveys

14. Doing your own research (1)? Consider Ask yourself: are you the right person to be doing this? –Audiences (staff, ethnic minorities etc.) –Sensitive issues ? –Risks – ethics, data protection and quality –Your time and resources (skills, e.g. facilitation, data collection, processing and recruitment) Do you know how to find respondents? Survey tools, e.g. SNAP, web surveys

15. Doing your own research (2)? Surveys - some things you should do: Keep questions short and simple Label all points on attitude scales Use between five and seven points on attitude scales Put open questions before closed ones on a similar topic Ask general attitudes questions before specifics Ask sensitive and demographic questions at end For tracking questions hold wording and context constant

16. Doing your own research (3)? Surveys - things you should avoid/be alert to: Ambiguity Leading questions Double-barrelled questions Double negatives Asking people to remember/rank too much Putting most popular items at top of lists (need to ideally rotate) Question sensitivity Potential acquiescence bias

17. Case Study 3: Lincolnshire PCT Stage 1: Use of NWPO data to identify higher risk drinkers as key target Stage 2: focus groups to test national and localised images/messaging, as well as other interventions Stage 3: development of web-based resources for higher risk drinkers Stage 4: evaluation from web traffic data and surveys posted on the site (awareness and behaviour)

18. Briefing research agencies (1) Full background to project Specific SMART objectives What information is vital to collect? Do you need “measurement” or “understanding”? Does this exist already? (stop/go on)? Who are your most important target audiences? Prepare concise, structured written brief

19. Briefing research agencies (2) Let the professionals do most of the rest (if you can) They will provide a wealth of expertise to add value and remove headaches for you.. Think about how to develop links with local or national market research industry suppliers

20. Q&A Practical application and surgery

21. Exercise 1 – practical application Working in two groups, spend max. 8 minutes on the following: –Think about your own work and how you might use research to develop insight for social marketing implementation –Brainstorm the possible sources of market research information/tools –Please then feedback to the whole group (1 minute each)

22. Exercise 2 – research “surgery” Thinking again about practical implications in your area –Do you have any questions/concerns that I/fellow delegates can answer –Sources of future support (ALC, COI)

23. THANK YOU