Make Strategy Decisions
Choose an Audience Segment
After analyzing the formative research results from phase 2,
you will choose a specific target audience segment. If you had more than one
round of formative research, you may have been able to narrow down your audience
segment after an early round. If not, now is the time to do so.
Your choice is also influenced by
- Available resources.
- Stakeholder and partner
wishes.
- Political climate.
- Funding requirements.
For example, if your
funding source dictates that you should work with a low-income population, then
that consideration should be factored into your segmentation framework. You
could still choose a segment based on other factors, especially if income level
doesn't affect the behavior you're trying to change, but then attempt to work
with the individuals in the segment that qualify as "low-income." You must
decide which criteria matter to behavior change.
Need to review? See
Phase 2:
Audience Segmentation.
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