More on formative research! As stated before, formative research is a way to get to know your audience before developing a final product. In the process of formative research the campaign developers will assess knowledge, attitudes, practices, and beliefs to learn the target audience’s:
- Perceived barriers
- Desired benefits
- Potential motivators
- Competition to completing the desired behavior
Ultimately, the exchange theory does a great job of explaining people’s reasoning for taking action: for an exchange to take place, the target audience must perceive benefits equal to or greater than the perceived costs (or barriers). Furthermore, In the process of formative evaluation campaign developers may decide to shift the target audience or objectives.
Ethical considerations: The biggest ethical consideration in the formative evaluation process is the process itself. To ensure your team is following all guidelines it is a good idea to consult an Institutional Review Board (IRB).
Kotler, P. & Lee, N. (2016). Social Marketing: Changing behaviors for good. Thousand Oaks, CA:Sage.
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