Course Overview
Social Marketing Basics
Phase 1
Phase 2
Module 3
Module 4
Module 5
Module 6

Step 1: Analyze Information Gaps

Resources

Formative Research Questions Worksheet
Gap Analysis Questions Worksheet

II: Target Audience

Analyze Audience Gaps
Based on the information about segmentation and secondary audiences, you can see some of the decisions you'll need to make later in this phase. Again, you may want to look at the Formative Research Question Worksheet to identify any other key decisions you may have missed, or the Gap Analysis Questions Worksheet to help you decide which of the gaps you've identified should be kept. Some of the information gaps about your audience will probably overlap with information gaps about the behavior. It's not as important to figure out which category they belong in as long as they are identified and you choose the appropriate gaps to fill.