Research in communication projects
October 28, 2008 at 7:36 pm Leave a comment
I came across this useful table from the Devcom blog which explains how research can be used at different stages of communication projects. There are many elements that will be familiar to readers, but what caught my eye was the first method “audience analysis” – which is often ignored by communicators in their rush to create materials and campaigns. The blog also has an example of an audience analysis (pdf) for readers. And method 3 – pretesting of prototype material – is another step often skipped over.
|
Method |
Purpose |
|
1. Audience analysis |
To characterize audience (demographics, communication environment) to develop content of materials, set campaign targets |
|
2. Baseline survey |
To assess knowledge, beliefs and behavior – to document current scenario |
|
3. Pretesting of prototype materials |
To determine appeal, understandability of materials (radio drama, campaign materials) |
|
4. Management monitoring survey |
To track implementation plans and make adjustments as needed |
|
5. Content analysis |
To analyze the content of audience feedback |
|
6. Post-test survey |
To determine whether the project has achieved its objectives |
Entry filed under: Communication evaluation, Development evaluation, Evaluation methodology. Tags: audience analysis, communication development, pretesting.
intelligent measurement 
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