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Research
Good research is a defining feature of social marketing. It underpins every step of the social marketing process.
It often helps to see what kind of research others have done and how they have done it. Below is a range of social marketing research reports. If you would like to know more, we suggest you contact the sponsoring organisation.
We have listed the research by type and by topic
Type of research
Strategy development
Freedom from Fear: Campaign Against Domestic Violence – Development of the Campaign Advertising Strategy
This information sheet provides background on the development of appropriate communication messages and strategies for a community education campaign to reduce and prevent domestic violence. The research was conducted in 1996.
http://www.freedomfromfear.wa.gov.au/frameset.cfm?content=pubs/content.htm
Target audience analysis and segmentation
Workplace Health and Safety Segmentation and Key Drivers
This paper was developed by the NZ Department of Labour as part of the background to the draft Workplace Health & Safety Strategy. It summarises literature and theories about segmentation of the workplace health and safety market according to attitudes, motivation and activity around health and safety. It assesses a range of literature related to health and safety behaviour and describes a number of segmentation models.
Download Word.htm 75.2kB
Obstacles to Action: A Study of New Zealanders' Physical Activity and Nutrition.
This study was undertaken by ACNielsen on behalf of SPARC (Sport & Recreation New Zealand). It is based upon the findings of a joint SPARC/Cancer Society survey conducted in 2003 of over 8000 New Zealanders about physical activity, nutrition, community facilities, obesity and sources of health information. It revealed the key motivators and barriers to physical activity experienced by inactive people.
http://www.sparc.org.nz/news/290104_obstacles_to_action.php
The Way we Drink: The Current Attitudes and Behaviours of New Zealanders (aged 12 plus) Towards Drinking Alcohol
(March 2004)
This research was undertaken to identify and segment the current attitudes (motivators and inhibitors) and behaviours of New Zealanders towards the consumption of alcohol.
http://www.alcohol.org.nz/InpowerFiles/Publications/CategorisedDocument.
Document1.1034.5a724dae-ec89-4e18-85e3-9bb829b52636.pdf
Development of messages and choice of channels
Second-hand Smoke in the Workplace: Television Commercials Concept Testing
In July 2003 the Health Sponsorship Council and The Quit Group commissioned research company Gravitas Research and Strategy to pre-test concepts for television commercials (TVCs) focusing on second-hand smoke in the workplace. The purpose of the study was to determine which TVC concept and ‘strap-line’ (line that sums up the message of the TVC) might most effectively achieve the aims of the second-hand smoke in the workplace TVCs.
http://secondhandsmoke.co.nz/general_info_summaries.shtml
Second-hand Smoke in the Home and Car: Television Commercials Concept Testing
In October 2003 the Health Sponsorship Council and The Quit Group commissioned research company Gravitas Research and Strategy to pre-test concepts for television commercials (TVCs) focusing on second-hand smoke in the home and car. The purpose of the study was to determine which TVC concepts and ‘strap-line’ (line that sums up the message of the TVC) might most effectively achieve the aims of the second-hand smoke in the home and car TVCs.
http://secondhandsmoke.co.nz/general_info_summaries.shtml
Freedom from Fear – Campaign Against Domestic Violence: Testing of the Campaign Advertising Strategy
This information sheet outlines the pre-testing of concepts & selected advertising executions for a community education campaign to reduce and prevent domestic violence.
http://www.freedomfromfear.wa.gov.au/frameset.cfm?content=pubs/content.htm
Programme monitoring and evaluation
Evaluation of the National 'Push Play' campaign in New Zealand - Creating population awareness of physical activity
Physical inactivity is considered to be as detrimental to public health as hypertension or tobacco use, but there is limited evidence on the impact of community-wide interventions in this area. This paper describes the impact of an initiative to increase physical activity at a population level in New Zealand.
http://www.sparc.org.nz/research/pushplay.php
Freedom from Fear – Campaign Against Domestic Violence: Latest Evaluation Findings
This is the most recent (2003) evaluation of the Freedom from Fear campaign. It reports on two surveys (one of women and the other of men).
http://www.freedomfromfear.wa.gov.au/frameset.cfm?content=pubs/content.htm
Assessing the Effectiveness of Social Marketing
In the last ten years there has been considerable spend on Social Marketing. There is no systematic way of proving the effectiveness of Social Marketing. This paper, first presented in May 2004 at the ESOMAR Public Sector Research Conference in Berlin, considers how the effectiveness of Social Marketing should be assessed, the extent to which effectiveness is currently determined, and suggests a framework for evaluating the effectiveness of Social Marketing. The paper suggests that best practice in assessing the effectiveness of Social Marketing requires systematic assessment at five levels of change (Awareness, Engagement, Behaviour, Social Norm and Wellbeing). To comprehensively assess the effectiveness of Social Marketing campaigns their contribution at all five levels need to be considered.
Download PDF 76kB
Topic
Tobacco
Second-hand Smoke in the Workplace: Television Commercials Concept Testing
In July 2003 the Health Sponsorship Council and The Quit Group commissioned research company Gravitas Research and Strategy to pre-test concepts for television commercials (TVCs) focusing on second-hand smoke in the workplace. The purpose of the study was to determine which TVC concept and ‘strap-line’ (line that sums up the message of the TVC) might most effectively achieve the aims of the second-hand smoke in the workplace TVCs.
http://secondhandsmoke.co.nz/general_info_summaries.shtml
Second-hand Smoke in the Home and Car: Television Commercials Concept Testing
In October 2003 the Health Sponsorship Council and The Quit Group commissioned research company Gravitas Research and Strategy to pre-test concepts for television commercials (TVCs) focusing on second-hand smoke in the home and car. The purpose of the study was to determine which TVC concepts and ‘strap-line’ (line that sums up the message of the TVC) might most effectively achieve the aims of the second-hand smoke in the home and car TVCs.
http://secondhandsmoke.co.nz/general_info_summaries.shtml
Physical activity
Obstacles to Action: A Study of New Zealanders' Physical Activity and Nutrition.
This study was undertaken by ACNielsen on behalf of SPARC (Sport & Recreation New Zealand). It is based upon the findings of a joint SPARC/Cancer Society survey conducted in 2003 of over 8000 New Zealanders about physical activity, nutrition, community facilities, obesity and sources of health information. It revealed the key motivators and barriers to physical activity experienced by inactive people.
http://www.sparc.org.nz/news/290104_obstacles_to_action.php
Evaluation of the National 'Push Play' campaign in New Zealand - Creating population awareness of physical activity
Physical inactivity is considered to be as detrimental to public health as hypertension or tobacco use, but there is limited evidence on the impact of community-wide interventions in this area. This paper describes the impact of an initiative to increase physical activity at a population level in New Zealand.
http://www.sparc.org.nz/research/pushplay.php
Alcohol
The Way we Drink: The Current Attitudes and Behaviours of New Zealanders (aged 12 plus) Towards Drinking Alcohol
(March 2004)
This research was undertaken to identify and segment the current attitudes (motivators and inhibitors) and behaviours of New Zealanders towards the consumption of alcohol.
http://www.alcohol.org.nz/InpowerFiles/Publications/CategorisedDocument
.Document1.1034.5a724dae-ec89-4e18-85e3-9bb829b52636.pdf
Domestic Violence
Freedom from Fear: Campaign Against Domestic Violence – Development of the Campaign Advertising Strategy
This information sheet provides background on the development of appropriate communication messages and strategies for a community education campaign to reduce and prevent domestic violence. The research was conducted in 1996.
http://www.freedomfromfear.wa.gov.au/frameset.cfm?content=pubs/content.htm
Freedom from Fear: Campaign Against Domestic Violence – Testing of the Campaign Advertising Strategy
This information sheet outlines the pre-testing of concepts & selected advertising executions for a community education campaign to reduce and prevent domestic violence.
http://www.freedomfromfear.wa.gov.au/frameset.cfm?content=pubs/content.htm
Freedom from Fear – Campaign Against Domestic Violence: Latest Evaluation Findings
This is the most recent (2003) evaluation of the Freedom from Fear campaign. It reports on two surveys (one of women and the other of men).
http://www.freedomfromfear.wa.gov.au/frameset.cfm?content=pubs/content.htm
Workplace health and safety
Workplace Health and Safety Segmentation and Key Drivers
This paper was developed by the NZ Department of Labour as part of the background to the draft Workplace Health & Safety Strategy. It summarises literature and theories about segmentation of the workplace health and safety market according to attitudes, motivation and activity around health and safety. It assesses a range of literature related to health and safety behaviour and describes a number of segmentation models.
Download Word.htm 75.2kB
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