ANNEX A: Guide questions to determine target audience, segment audience and identify broad behaviour Key questions on identifying an appropriate Target Audience: 1. 2. 3.
4. 5.
Who is the most appropriate audience for your intervention? What are some meaningful ways to distinguish one group from another? Which audiences do your partners and stakeholders most care about? Which audiences are your partners and stakeholders interested in reaching? Which audiences do you or your partners have access to? Which audiences fit in with your organization’s priorities?
Segmenting the Target Audience
The key to audience segmentation is to divide your audience by meaningful factors that are relevant to the adoption of the desired behaviour. What separates the people who do the desired behaviour from those who don’t? For segmentation, it is recommended that you frame it specifically either to their behaviour or segment them based on attitudes and motivations. Behaviour-based: • Those who do the desired behaviour consistently • Those who do the desired behaviour but somewhat inconsistently. • Those who occasionally or rarely do the desired behaviour • Those who never do the desired behaviour Attitudes and motivation-based: • Those who want to do the desired behaviour and are successful at doing so. • Those who want to do the desired behaviour but have some common difficulties or barriers to overcome • Those who have no interest in the desired behaviour and no motivation to adopt it
Key questions: 1. What are the segments in your target audience? How do they differ from each other with regards to their behaviour? 2. Which audience segments are most affected by the problem? Or, who has the ability to change the environment of those affected by the problem? 3. Which audience segments are most likely and most willing to change their behaviour?
Identify broad behaviour Selecting a behaviour: 1. What is the current behaviour of your target audience? 2. What specific behaviour are you going to address with your intervention? 3. What is the most realistic behaviour change for the target audience to adopt? 4. What behaviour can you feasibly try to change? 5. Will a change in this behaviour actually affect the problem? 6. Should you select one behaviour or a series of behaviours? Understanding the behaviour: 1. What will the audience like about the new behaviour? What are the consequences of change? 2. What might keep the audience from adopting the new behaviour? 3. Are there social, economic, or environmental factors that play a role? What are they? 4. Are there policies or standards (e.g,, government laws policies) that either help or hinder the behaviour change? 5. What makes the audience’s current behaviour easy? What makes the target behaviour difficult? 6. Is it a measurable behaviour? Is it observable? How would you measure it?
Social Marketing Lite Adaptation to Climate Change in Coastal Areas ACCCoast Project
57
