Points To Remember
Gaining insights about the target audience is central to developing effective counter- marketing strategies, tactics, and messages.
Market research should be an integral part of your counter-marketing program.
Market research isn’t a do-it-yourself effort. Not only do you need to be knowledge- able, but you also need to seek the appropriate resources to ensure that your research is successfully designed and conducted.
Many tobacco control program staff have used market research and are good sources of advice on design, instruments, analysis, and findings.
Market research findings must be used to be worthwhile. Before you conduct research, decide how you’ll use the results to plan, alter, justif , support, and/or promote aspects of your program.
American Marketing Association, New York Chapter. GreenBook: Worldwide Directory of Focus Group Companies and Services. New York, NY: American Marketing Association, 2003.
American Marketing Association, New York Chapter. GreenBook: Worldwide Directory of Marketing Research Companies and Services. New York, NY: American Marketing Association, 2003.
Marketing Research Association. Blue Book Research Services Directory. White Plains, MD:
Marketing Research Association, 2003.
National Cancer Institute. Clear and Simple: Developing Effective Print Materials for Low-Literate Readers. Bethesda, MD: National Cancer Institute, 1994. Pub. No. T936.
NCI. Making Health Communication Programs Work: A Planner’s Guide. Bethesda, MD: U.S. Department of Health and Human Services, Public Health Service, National Institutes of Health, NCI, 2002. Pub. No. T-0638.
Singer E, et al. Experiments with incentives in telephone surveys. Public Opinion Quarterly
Teenage Research Unlimited. Counter-Tobacco Advertising Explorator , Summary Report, January–March 1999. Unpublished.
Chapter 3: Gaining and Using Target Audience Insights