Market research for health promotion campaigns

5 Tips to get it right

These days budgets are often tight, yet it is as important as ever to incorporate the right market research for health promotion campaigns or other health related work you may undertake.  The right market research approach and questions will allow you to demonstrate your impact, and also ensure your intervention resonates well with your audience.

Consumer focused research can be subtly different than that traditionally conducted by academics.  The principals and structure may be very similar, but consumer focused research usually prioritises actionable feedback and consumer insights, and may be more pragmatic.

Needless to say, all research needs the right methodology, and to be conducted well to ensure both accuracy and reliability.

Here are the considerations we find essential when planning and managing consumer focused market research in the health promotion space:

1.  Clearly articulate your research objective.

What must this research achieve for you?  How will you actually use the results?  What practical outcome will result from this research?

Examples may focus on developing tangible recommendations to improve the usability of planned printed materials, or determining the impact of an intervention, in terms of quality of life.

2.  Determine the most appropriate methodology

Your research objective will play a large part in guiding the right choice of methodology.  Where you wish to explore issues and gain broad insights, qualitative research should be used.  The most common qualitative methods include focus groups or in depth interviews.

Quantitative research such as surveys and questionnaires work best where you understand the key issues, or you want to measure the impact of a program.

Social media has provided a range of new methodologies, which can be very successful in some instances. Facebook polling can work well for specific quantitative feedback, if your organisation has a strong Facebook following.  Other social media based research may include a review of relevant trending topics.

3. Find an efficient, effective means of recruiting participants

In an ideal world, you would use a firm specialising in recruitment of research participants.  This cost can be prohibitive for many of our clients, so at times we look for lateral ways that will still meet the research requirements, including informal networks.

4.  Implement the research

A well thought through timeline can ensure research is well implemented.  Try to ensure your research doesn’t “drag on.” In most instances, 2 -3 weeks in field should allow sufficient responses if your research is well-designed.

Recording your results effectively is very important, so you or others can review and analyse.  Consider how you will do this before you commence.

Response rates in online surveys can vary significantly.  With a “captive audience” we expect high response rates whereas an open survey may only achieve 5 – 10% response rate.  Response rates are very much affected by the length of survey, how well your survey is written and how easy it is to complete, so do consider your survey from the recipient’s perspective.

5.  In depth analysis and reporting

This is again a vital stage.  For me it is the most exciting stage, as insights are always interesting, and sometime unexpected.  In qualitative research, themes should be developed and reviewed.  In quantitative research, at least some results should be plotted and graphed to help identify for trends.

At Juntos Marketing, we are specialists in undertaking market research for health promotions.  To read more about our services, see our market research page, or phone us on 02 9555 6115 for an obligation free consultation.

Contact us for a quote or to discuss your next project.