RESEARCH &SITUATION ANALYSIS• The importance of research in the social marketing process• Research and its role in defining, understanding and building communities• Connecting research to realities• Situation analysis
MARKET RESEARCHis the systematicdesign, collection, analysis and reportingof data and findings relevant to a specificmarketing situation facing andorganization.Must be specific, relevant and analyzed forit to be useful!
RESEARCH COMES INMANY FORMS• When considering source information: Primary or secondary• Research objective: Exploratory, descriptiv e or causal• Stage of the process: Formative, pre- test, monitoring, evalu ating• Technique/approach: Qualitative or quantitative; Survey, focus group, key informant, observation al etc.
SECONDARYRESEARCH• Extremely helpful and cost-effective• Limited• Use readily available resources in order to understand basics about a target market• No reinventing the wheel with original research• Allows primary research to be more targeted and focused
SIMPLYMAP• Preferred industry source for secondary market research• Widely used in all kinds of marketing in order to determine target market sizes and concentrations as well as attributes of specific geographic areas and communities• Useful for determining needs and attitudes of people in an area or location• Critical to developing social marketing plans that build communities
HOW DOES IT WORK• Allows you to map or chart variables• 60,000+ variables• Variables can be demographic, behavioral, or psychographic• Better understand market potential, needs of a market, values/attitudes of a market
REMEMBER THE 10 STEPS FOR ASOCIAL MARKETING PLAN?1. Conceptualize2. Situational Analysis3. Target Audience4. Behavioral objectives and goals5. Barriers, Benefits and Competition6. Positioning Statement7. Marketing Mix (4 p’s)8. Monitoring and Evaluating9. Budget10. Implementation
FIRST THREE STEPS ARESECONDARY RESEARCH DEPENDENT1. Conceptualize—research literature to see what has been done in this area prior; What behaviors are predominant that need changing2. Situational Analysis— research literature to see what barriers to behavior change exist; what might new behaviors looks like?3. Target Audience— research literature and simplymap to uncover attributes of a community and justify need for change etc.
STEP 1:BACKGROUND, PURPOSE, FOCUS• Overall concept(ualization) of the need• What social need will be addressed?• Can it be summed up in a statement?• As narrowly focused as possible• Summarizes the problem (social or communal) that led to the plan
BACKGROUND• Simplymap research will help• What social issue is going to be addressed?• How is it important to a targeted community?• How does it help strengthen and build that community?• What data/statistics exist that support the need for the campaign?
PURPOSE• What will the impact be?• How will it strengthen the community?
FOCUS• The specific behaviors or tool (product) that the campaign will be directed towards
EXAMPLES Issue Purpose FocusFinancial literacy Improve financial • Opening checking decisions of members accounts of the community • Understanding insurance • Using credit responsiblyFamily planning Decrease unwanted • Condoms pregnancies • Birth control • Sex educationSenior wellness Improve quality of life • Fitness classes for elderly • Group shopping outings
STEP 2: SITUATIONANALYSIS• Audit the factors influencing the needed behavior change• Look at internal and external environments that will be impacted by the planning decisions to come• Is the organization capable (SWOT) of impacting the desired change• What external forces are needed to effect the change (potential partners for example)