Social Marketing & Behavior Change

Formative research is a type of research that is conducted to gather information about a target audience in order to develop a more effective social marketing or behavior change intervention. This type of research can be used to understand the target audience's needs, wants, and barriers to change, as well as their attitudes and beliefs about the issue being addressed. Formative research can also be used to identify potential solutions and strategies for behavior change.

There are a variety of methods that can be used for formative research, including surveys, focus groups, interviews, and observation. The specific methods that are used will vary depending on the specific needs of the project.

Once the formative research is complete, the information that is gathered can be used to develop a more effective social marketing or behavior change intervention. The intervention should be tailored to the specific needs of the target audience and should be designed to overcome the barriers to change that were identified in the formative research.

Here are some additional reading materials for better understanding of formative research in social marketing and behavior change:

• Social Marketing and Behavior Change: A Framework for Designing, Implementing, and Evaluating Programs by Michael L. Rothschild

• The Handbook of Social Marketing by Dennis W. Gentile, Ronald J. French, and Laura A. Flynn

• Formative Research in Social Marketing: Innovative Methods to Gain Consumer Insights by Krzysztof Kubacki and Sharyn Rundle-Thiele