Introduction

Quote

"Because social marketing demands a thorough understanding of consumers and the people who influence their decisions, the market research phase requires a far more in-depth analysis of consumers' beliefs, values, and behavior than is typically accomplished in most program needs assessments."

Obesity Prevention Coordinator's Social Marketing Guidebook, p. 24

Why is Formative Research Important?

Formative research will enable you to

Better understand your target audience and their needs and wants.
Get useful information from the right people.
Make decisions with an audience-focused mindset.
Refine your social marketing plan to ensure success of your program.

Poorly conducted formative research can lead to either too much information or the wrong kind of information, both of which hinder your ability to develop an effective program.

The information you collect during the formative research phase should help you to

Narrow and describe the target audience.
Select a specific behavior for the audience to change.
Identify the factors which influence the audience's behavior.
Develop a preliminary marketing mix (product, price, place, and promotion) for the intervention.