The P ProcessAnalysis

Presentation Objectives

By the end of this session you should be able to:

• explain the rationale for conducting a situation analysis;

• identify key steps in conducting a situation and problem analysis.

Analysis

Analysis is the first step in developing effective communication programs. This step does not need to be long and detailed if the program is built upon well-documented past experiences.

Program staff need to understand the problem, the people, their culture, existing policies and programs, active organizations, and available communication channels.

Review existing programs, policies, resources, strengths and weaknesses.

Understand what people want to happen, what is happening and why there is a difference.

Assess potential audiences and communication resources.ting programs,

Components of Analysis

Shared Vision

Current Situation

Program AudienceAnalysis Analysis

SituationAnalysis

Key Steps in Analysis

Determine the problems, their severity and causes.

Identify factors inhibiting or facilitating desired changes.

Develop a problem statement.

Carry out formative research or needs assessment.

Types of Analysis

• Situation Analysis

• Program Analysis/Needs Assessment Assessment

• Audience/Behavioral Analysis

Situation Analysis - What is the

communication problem?

Situation Analysis - What is the communication problem?

• Shared vision - What do people want to happen or create?

• Current situation or problem statement- What is happening now? What are the core problems?

• Current destination- What would happen if everything remained the same (or got worse)

• Difference statement- Why is there a difference between the shared vision and current situation? What is the root cause?

Situation Analysis - What is the communication problem?

Shared vision - What do people want tohappen or create?

Minus

Current situation - What is happening now?

Equals

Communication problem!

Main Idea

To communicate effectively, we need to put ourselves in our audience’s shoes and see things from their point of view.

Audience Analysis

How to Analyze Audiences

Step 1 - Audience selection Select a segment based on your vision and

assessment of the communication situation.

Step 2 - Change Desired Describe the change you wish your audience will

make.

Step 3- Audience Profile Describe the audience segment that you selected.

Audience Analysis

• Learn baseline information about audience

• Help to determine which populations to target

•Need to identify and clarify your

audience’s perceptions, misconceptions and attitudes

Audience Needs and SolutionsAudience Needs and Solutions

Audience SituationAudience Situation

Low knowledgeLow knowledge

Low approvalLow approval

Low individual incentive to actLow individual incentive to act

Low group incentive to actLow group incentive to act

Low reinforcement Low reinforcement

( high dropout rates)( high dropout rates)

Low client supportLow client support

Type of campaign neededType of campaign needed

Knowledge campaignKnowledge campaign

Persuasion campaignPersuasion campaign

Individual behavior change Individual behavior change campaigncampaign

Group behavior change campaignGroup behavior change campaign

Behavior reinforcement orBehavior reinforcement or

maintenance campaignmaintenance campaign

Client support/advocacy campaignsClient support/advocacy campaigns

What is audience segmentation?

Audience segmentation categorizes audiences into logical groups to enhance a better fit among:

• Audiences• Messages• Media• Service or products

Service or products

Why do we need to segment audiences?

We need to segment our audiences because:

• We may lack resources.• The trade-off between reach and

intensity.• Different people may have different

needs.

Various ways of audience segmentation

• Socioeconomic variables• Socio-political geographical units• Access to media• Behavior and needs

In summary

There are two types of analyses which need to be done:Situation analysisAudience communication analysis

Usually much of the situation analysis is available from:

demographic data;epidemiological data;sociological and economic studies.

In summaryIn order to conduct a situation analysis, you need to:

• determine the severity and causes of problems;• review existing health and demographic data,

survey results;• study findings, and any other information

available on the problem;• identify factors inhibiting or facilitating desired

changes;• consider the basic social, cultural, and

economic challenges facing the people the programme would like to reach;

In summary con’t

• develop a problem statement;• develop a clear statement that sums up the

problems to be addressed; • conduct formative research;• listen to understand the audiences’ needs

and priorities; • conduct baseline research, both quantitative

and qualitative, to establish the current status and accurately measure the programme’s progress and final impact;

• assess communication and training needs.

In summary con’t

There are two types of audience/communication analysis that should be done.Participation Analysis  At the national and international level, identify partners and

allies to help initiate policy change and strengthen communication interventions. At the community level, segment the primary,secondary, and tertiary audiences. Identify field workers/change agents.

Social and Behavioral Analysis  Assess knowledge, attitudes, skills, and behaviors of

participants at the individual level using data from formative research and additional in-depth studies, if required. Identify social networks, socio-cultural norms, collective efficacy, and community dynamics (including leadership patterns) at the community level.