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 & Pre-

Test MESSAGES

6. IMPLEMENT & MONITOR

7. EVALUATE

7-STEPS

The communication compact

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.

STAGES OF CHANGE

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

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

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!!

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)

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!

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?

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.

OTHER AUDIENCE RESEARCH METHODS

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

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

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