We use original data to monitor and evaluate our programs, generate consumer insight, estimate the impact of our solutions, and evaluate the health of the markets we work to strengthen.
See below for some of the various types of methodologies we use.
TRACKING RESULTS CONTINUOUSLY – (TRaC)
We collect quantitative data about our social marketing programs by conducting TRaC studies. TRaC is a multi-round survey-based research approach that we use to gather information from a representative sample of our target populations. The data collected from TRaC studies allow us to understand characteristics of the groups we work with such as socio-demographics, health behaviours, knowledge about health products, and much more. This information is very useful to understand how to best design our social marketing programs as well as to assess if they are effective.
FRAMEWORK FOR QUALITATIVE RESEARCH IN SOCIAL MARKETING – ((FoQuS)
We conduct qualitative research to provide rich, action-oriented evidence for program planners. This evidence helps program planners to develop interventions and health messages that will successfully reach target audiences.
Our “Project FoQus” is qualitative research that emphasizes audience-centred, qualitative methods such as photo narratives, collage-making and theatre presentations, as well as in-depth interviews and small group discussions. FoQus is conducted as a collaborative process between program planners, marketers, researchers and members of the target audience to inform intervention design.
FoQus most often serves as formative research to develop campaign strategies and messages, and is usually conducted when interventions are being designed or modified. FoQus studies provide insight into how target audience members make health decisions and which messages are likely to resonate to change health behaviours. In certain cases, FoQus is used during program implementation to clarify or redirect program and marketing strategy.
As the need arises and in order to support programmatic deliverables PSI-C utilizes existing or secondary research related to program areas such as national DHS and census surveys to name a few. Information extracted from external sources can be used to compile desk/literature reviews which involve the summary, collation and/or synthesis of existing data.