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Designing and Fielding Market Research in Your State or Community

Designing and Fielding Market Research in Your State or Community. 2. Agenda. Importance of Research Prior to Communicating Designing a Research Program Using Research Results Sample Questionnaires Q & A. Importance of Research. 4. 4. Why Research?. Clarifies the problem

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Designing and Fielding Market Research in Your State or Community

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  1. Designing and Fielding Market Research in Your State or Community 2

  2. Agenda • Importance of Research Prior to Communicating • Designing a Research Program • Using Research Results • Sample Questionnaires • Q & A

  3. Importance of Research 4 4

  4. Why Research? • Clarifies the problem • Provides target audience perspective • Increases understanding of target audience’s daily life and where/how to reach and influence • Provides benchmark measurements to begin tracking

  5. Why Research? • Refines messages to ensure success • Avoids wasting resources on approaches unlikely to succeed • Provides data to help convince opinion leaders

  6. What if I Can’t Afford Research? • Don’t cut corners • Inadequate research can provide bad direction • Use Covering Kids and Covering Kids & Families findings • Get advice from states/others who’ve conducted research • Use/adapt proven messages and materials

  7. Covering Kids Initiative Campaign Objective: Motivate parents of children eligible for Medicaid or SCHIP to call the hotline to start the enrollment process

  8. Primary Questions • What are the dominant concerns parents have in raising their children? • What are eligible unenrolled families doing now to meet their children’s health care needs? • What barriers might be standing in the way of calling to obtain coverage?

  9. Primary Questions • Are there key differences between eligible unenrolled and enrolled families? • What are the rational arguments that can be used to persuade parents to enroll? • What are the emotional messages that will motivate parents to act?

  10. Communication Strategy Ads Press/PR Outreach Research Objective To link the rational arguments of why a parent should access SCHIP or Medicaid for their child to an emotional hook motivating them to do so Persuade by reason. Motivate through emotion.

  11. Pre- 800# EvalPost VISTASurveyPulselineCallbacksSurvey 114 National 4 groups 503 Markets Interviews Markets(101 total)3,014 2,778 Motivations Awareness/ Message Impact/ Impact/ Attitudes Testing Recall Recall Strategy Benchmark Ads Evaluate/ Evaluate/ Refine Refine Core Research Program

  12. Peace of Mind Less Worry Smart Decision Good Parent Recognized by Others Kid Is Successful Doing the Job/Pride Low-Cost or Free Kid Is Healthy/ Protected Kid Gets the Care They Need SCHIP/Medicaid Covering Kids Message Strategy

  13. Tri-Part Outreach Mission Utilization Renewal Enrollment TexCare Research Objectives • Identify barriers that get in the way of the desired behaviors among parents • Isolate the most effective strategies for addressing these barriers • Develop a strategic plan to guide communications efforts in these areas

  14. TexCare Research • 10 ASL SESSIONS • Community-level feedback, ideas, buy-inBuild working hypotheses • 101 IN-DEPTH VISTA INTERVIEWS • Map parental attitudes, behaviors, values • Identify most effective communications framework • 800 BENCHMARK PHONE INTERVIEWS • Test hypotheses, messages, tactics • Project framework across audiences • 6 FOCUS GROUPS • Test specific creative material • Make recommendations for changes

  15. Peace of Mind Healthy Child Money/Time Good Parent Medical Home • Choose my doctor • Know kid’s medical history/same staff • Can call for advice • Check ups, preventive care • Access that works for me • Low cost or free • Child gets needed help, access to care • Not stigmatizing • Prevention or early detection of illness • Saves time Smart Decision Parental Tool TexCare TexCare Positioning Strategy Less Worry Coverage (CHIP/Medicaid)

  16. Utah Children Research Questions • How is life different for a parent who has a child who is not insured? • What are the real-life trade-offs faced by these parents and their children? • What are the real stories of the challenges they have faced?

  17. Utah Children Research Study • Two Advanced Strategy Lab sessions • 31 parents with uninsured children • Three-hour sessions, individual feedback in a group setting • Laptop computers for input • Verbatim stories captured • Results used in report beingwritten to establish impact

  18. My son was in the hospital for 5 days. I had to take a loan out to help pay for it. It was way stressful wondering if my kid was going to make it or not, and how would I pay for all this. It was the most stressful time in my life. I had to make phone calls to try and make arrangements to make payments on this, the hospital was worried how I was going to pay for this. I had to sign my life away and promissory notes etc. I felt so bad. I don’t know if I would have been able to handle it again. I pray to God every day that it won’t happen again. Utah Mother’s Story Captured

  19. Designing Research 20 20

  20. Steps Before Research • Communications objectives? • Research objectives? • Understanding target audience • Message development • Testing materials to use • Evaluating success • Getting media coverage • Identifying family needs, etc.

  21. Steps Before Research • Key issues to answer? • What is already known? • Literature review • Secondary data • Other studies already done • Feedback from stakeholders • Working hypotheses to test • Four framing questions?

  22. Four Framing Questions • Who is the target audience? • What are the behaviors involved? • What are they doing now? • What do you want them to do? • What else is going on in their lives? • What else influences this decision in their life? • What barriers are in the way? • What could they do other than what you want to motivate them to do? • What competes for their time, attention, etc.? • What other choices do they have?

  23. Primary Research Types • Qualitative • Quantitative

  24. Focus groups In-depth interviews, VISTA, etc. Creativity sessions Ad test, Pulseline Shoppability studies Taste tests/Usage tests Advanced Strategy Lab Children’s play sessions Teleconferencing Pilot tests Mystery shopper Mock juries Piggyback groups Types of Qualitative Research

  25. Qualitative Research • Seeks the why and how • Ideal method for getting real stories, insight into personal experiences of families • Better understand the values, emotions, and thought processes of audience • Issues change, but values behind decision making are relatively constant

  26. Qualitative Research • Excellent for communications themes and messages, and probing the strengths and weaknesses of program • Ideal for testing advertising or other outreach material

  27. Other Specific Uses for Qualitative Research • Generate hypotheses that can be tested later quantitatively • Provide in-depth background • Get impressions about new concepts, policies or products • Stimulate ideas for new concepts

  28. Other Specific Uses for Qualitative Research • Interpret previously collected quantitative results • Should not be used to answer “how many” or project results to a larger population - can’t prove a hypothesis

  29. Activity: Research Needs Ideas among This Group • ____________________________ • ____________________________ • ____________________________ • ____________________________ • ____________________________

  30. Activity: Four Framing Questions • Who is the target audience? • What are the behaviors involved? • What are they doing now? • What do you want them to do? • What else is going on in their lives? • What else influences this decision in their life? • What barriers are in the way? • What could they do other than what you want to motivate them to do? • What competes for their time, attention, etc.? • What other choices do they have?

  31. Quantitative Research • Surveys – telephone, intercepts, mail, Internet, etc. • Larger samples + sampling design – can be projected to a broad audience • Seeks the who, what, where and how many

  32. Quantitative Research • Allows you to measure differences across subgroups • What you see reported in the media • Not best way to explore an issue or answer the why

  33. Results: Research Needs Most Critical among This Group • ____________________________ • ____________________________ • ____________________________ • ____________________________ • ____________________________

  34. Qualitative or Quantitative? Addressing These Research Needs • ____________________________ • ____________________________ • ____________________________ • ____________________________ • ____________________________

  35. Covering Kids & Families Example Enrolling Uninsured Low-income Parents in Medicaid and SCHIP • Los Angeles – African-Americans, Hispanics and Mixed (African-Americans, Hispanics and Whites) • New York – Whites, African-Americans, and Hispanics • Phoenix – Whites and Mixed (African-Americans, Hispanics and Whites) Groups were conducted in February 2003

  36. Utah Department of Health Example • TRIAD FOCUS GROUPS • Understand parental attitudes, perceptions, behaviors • Identify most effective communications framework • BENCHMARK STATEWIDE SURVEY • Test hypotheses, messages, tactics • Project framework across audiences • CHIP DISENROLLEE SURVEY • Understand why leaving the program • Measure satisfaction with program when enrolled

  37. Your Research Partner • Develop a sound sampling plan • Design an unbiased questionnaire • Use professional interviewers • Build in quality control • Provide analysis and interpretation • Tie the results to strategy and tactics

  38. Selecting a Research Partner • What can you spend? • What internal resources do you have? • Do you need a vendor or a partner? • What is your deadline? • What is the final product – just data, or analysis and implications, too?

  39. Selecting a Research Partner • What is the firm’s reputation? • What is the firm’s experience - broadly and specifically - in your area of need? • Is it a national firm or only local? • Is the firm all inclusive, or do you have to rely on others? • Does it fit with other parties involved?

  40. Using Research Results 43

  41. Implementing Results • Improve outreach, messaging, materials • Improve program • Show evidence of success • Get media coverage

  42. Implementing Results • Justify continued support/funding • Explain to decision makers what is occurring and why • “Sell” involvement to potential partners • Share with others addressing the issue

  43. Sample Questionnaires 46 46

  44. Samples • Quantitative instruments • CK 2000 national survey • CK hotline callback survey • CK post test • Qualitative guides • Using Proves Messages: Iowa Covering Kids & Families Back-to-School Media Campaign • Covering Kids dial testing groups • UT Children ASL sessions • CKF – focus groups – Parent Enrollment

  45. Available Resources

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