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Know your audience
Step 3
1. KNOW YOUR ISSUE
2. KNOW YOUR
behaviour OBJECIVE
3.KNOW YOUR
AUDIENCE
4. STRATEGY MIX
MIX OF IEC
MATERIALS
5. Develop & ...
The communication compact
AUDIENCE RESEARCH: WHY
• SHC without audience research fails!
• “Nothing about us, without us”
• TO KNOW FOR SURE:
– what ...
STAGES OF CHANGE
AUDIENCE RESEARCH: WHEN?
• Before develop your communication
– Formative Research
• While developing your communication
– ...
AUDIENCE RESEARCH: HOW?
• Focus Group Discussions
• Key Informant (Stakeholder) Interviews
• Audience Portraits (with your...
AUDIENCE PORTRAITS
• A picture of a typical member of your
audience.
Helps you find out about:
– What audience already kno...
AUDIENCE PORTRAIT: Part 1
• What is his/her name?
• How old is he/she?
• Where does she live?
• What does s/he do on weeke...
AUDIENCE PORTRAIT: Part 2
• What does your audience already know about CC &
health?
• What misinformation/myths do they ha...
AUDIENCE PORTRAIT: Part 3
• Barriers/Obstacles to change
– What is standing in the way of doing what you
promote?
– Why ar...
Your turn
• Develop an audience portrait using the
handout as a guide.
• Pay most attention to: BARRIERS TO
CHANGE & STAGE...
OTHER AUDIENCE RESEARCH
METHODS
FOCUS GROUP DISCUSSIONS
• 10 – 15 questions MAX
• 8 – 10 people
• 1.5 – 2 hours MAX
• RELAXED & INFORMAL!!!!
• EXPLORES: A...
KAP SURVEYS
• Same as a pre and post test
• Questions about knowledge, attitudes &
practices (& media preferences)
• Simpl...
KAP: KNOWLEDGE & ATTITUDES
KAP: PRACTICES
BENEFITS
BEHAVIOUR CHANGE
BARRIERS Structural
Attitudinal
Cultural
BARRIER – BENEFIT ANALYSIS
BARRIER – BENEFIT ANALYSIS
BARRIERS MISINFORMATION BENEFITS
CONTACT
Nicol Cave
Team Leader: Strategic Health
Communication
Secretariat of the Pacific Community
nicolc@spc.int
Behaviour Change - Know your audience_Kiribati 2014
Behaviour Change - Know your audience_Kiribati 2014
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Behaviour Change - Know your audience_Kiribati 2014

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Behaviour Change - Know your audience_Kiribati 2014

  1. 1. Know your audience Step 3
  2. 2. 1. KNOW YOUR ISSUE 2. KNOW YOUR behaviour OBJECIVE 3.KNOW YOUR AUDIENCE 4. STRATEGY MIX MIX OF IEC MATERIALS 5. Develop & Pre- Test MESSAGES 6. IMPLEMENT & MONITOR 7. EVALUATE 7-STEPS
  3. 3. The communication compact
  4. 4. AUDIENCE RESEARCH: WHY • SHC without audience research fails! • “Nothing about us, without us” • TO KNOW FOR SURE: – what “stage of change” – what will motivate audience to change. – what barriers stand in the way of change. – preferred communication methods & sources.
  5. 5. STAGES OF CHANGE
  6. 6. AUDIENCE RESEARCH: WHEN? • Before develop your communication – Formative Research • While developing your communication – Checking messages – Developing messages WITH YOUR AUDIENCE • After developing your communication – Pre-Testing – Tracking Survey
  7. 7. AUDIENCE RESEARCH: HOW? • Focus Group Discussions • Key Informant (Stakeholder) Interviews • Audience Portraits (with your audience) • Workshops • Day in the Life Of (DILO) • Top of Mind Activity (TOMA) • Risk/Community Mapping • KAP (Knowledge, Attitude & Practices) Surveys • Barriers - Benefits Analysis
  8. 8. AUDIENCE PORTRAITS • A picture of a typical member of your audience. Helps you find out about: – What audience already knows. – What attitudes they have towards the behaviour you are promoting. – What they care about / what you could say to persuade them to change • Best done with your target audience!!
  9. 9. AUDIENCE PORTRAIT: Part 1 • What is his/her name? • How old is he/she? • Where does she live? • What does s/he do on weekends? • Does s/he work? If so, what does s/he do? • What community/social groups does s/he belong to? • Who does s/he speak to about health issues? • What MOTIVATES him/her? • What are his/her dreams for the future? • What does s/he care about RIGHT NOW? • Media preferences (from who and how do they want to hear messages)
  10. 10. AUDIENCE PORTRAIT: Part 2 • What does your audience already know about CC & health? • What misinformation/myths do they have about CC? • What are their attitudes towards the behaviour you are promoting? • Do they need any skills to do the behaviour you are promoting? • WHAT IS THEIR STAGE OF CHANGE? CHECK YOUR ASSUMPTIONS!!!! USE RESEARCH!
  11. 11. AUDIENCE PORTRAIT: Part 3 • Barriers/Obstacles to change – What is standing in the way of doing what you promote? – Why aren’t they doing it now? • Benefits of Change – What benefit do audience members already associate or could associate with the behaviour you are promoting?
  12. 12. Your turn • Develop an audience portrait using the handout as a guide. • Pay most attention to: BARRIERS TO CHANGE & STAGE OF CHANGE • VERY IMPORTANT: NOTE AREAS WHERE YOU NEED MORE RESEARCH.
  13. 13. OTHER AUDIENCE RESEARCH METHODS
  14. 14. FOCUS GROUP DISCUSSIONS • 10 – 15 questions MAX • 8 – 10 people • 1.5 – 2 hours MAX • RELAXED & INFORMAL!!!! • EXPLORES: Attitudes, Risk Perception, Benefits, Barriers, Media Preferences
  15. 15. KAP SURVEYS • Same as a pre and post test • Questions about knowledge, attitudes & practices (& media preferences) • Simple: 15 – 50 questions (100 – 150 sample) • Complex: 50 – 150 questions (300 – 500 sample) • See handouts
  16. 16. KAP: KNOWLEDGE & ATTITUDES
  17. 17. KAP: PRACTICES
  18. 18. BENEFITS BEHAVIOUR CHANGE BARRIERS Structural Attitudinal Cultural BARRIER – BENEFIT ANALYSIS
  19. 19. BARRIER – BENEFIT ANALYSIS BARRIERS MISINFORMATION BENEFITS
  20. 20. CONTACT Nicol Cave Team Leader: Strategic Health Communication Secretariat of the Pacific Community nicolc@spc.int

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