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Designing and Implementing an Effective Tobacco Counter-Marketing Campaign

Chapter 3

Gaining and Using Target Audience Insights

Understanding your target audience—its culture, lifestyle,

behaviors, interests, and needs—is vital to developing an effective counter-marketing program. Market research can help you gain those insights.1

Once you’ve determined who your target audience is, you’ll need to gather relevant information about that audience. This information will help you tailor your counter-marketing messages and materials and ensure that your programs will be effective.

One way to gain insights about your target audience is through market research, which can help you understand the audience’s motivations, interests, needs, culture, lifestyles, and behaviors and determine the best channel(s) for reaching the audience. Market research can help you explore ideas for activities and concepts for messages and identify and develop stronger ideas and eliminate the weaker ones. It can be used to pretest messages and materials in near-final stages, to fine-tune the

In This Chapter

  • The Importance of Market Research

  • Market Research on a Limited Budget

  • Qualitative and Quantitative Research Methods

  • Qualitative Research

  • Quasi-Quantitative Research

  • Quantitative Research

  • Other Market

Research Tools

process while changes can be made, and to serve as a “disaster check.”

Market research also can be a mechanism for pilot testing new tactics and interventions before using them more broadly. Market research for development of counter-marketing efforts is often called formative research. Other types of research for the purposes of process and out- come evaluation are discussed in Chapter 5: Evaluating the Success of Your Counter-Marketing Program.

1 This chapter has been excerpted and adapted from the National Cancer Institute’s Making Health Communication Programs Work: A Planner’s Guide (2002).

Chapter 3: Gaining and Using Target Audience Insights


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