Designing and Fielding Market Research in Your State or Community

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Designing and Fielding Market Research in Your
State or Community
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Agenda

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

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Importance of Research
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Why Research?

• Clarifies the problem
• Provides target audience perspective
• Increases understanding of target audiences
  daily life and where/how to reach and influence
• Provides benchmark measurements to begin tracking

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Why Research?

• Refines messages to ensure success
• Avoids wasting resources on approaches unlikely
  to succeed
• Provides data to help convince opinion leaders

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What if I Cant Afford Research?

• Dont cut corners
• Inadequate research can provide bad direction
• Use Covering Kids and Covering Kids Families
  findings
• Get advice from states/others whove conducted
  research
• Use/adapt proven messages and materials

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Covering Kids Initiative

• Campaign Objective
• Motivate parents of children eligible for
  Medicaid or SCHIP to call the hotline to start
  the enrollment process

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Primary Questions

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

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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?

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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.

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Core Research Program
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Covering Kids Message Strategy
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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

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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

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TexCare Positioning Strategy
Less Worry
Coverage (CHIP/Medicaid)
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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?

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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

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Utah Mothers Story Captured

• 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 dont know if I would have been able to
  handle it again. I pray to God every day that it
  wont happen again.

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Designing Research
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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.

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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?

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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?

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Primary Research Types

• Qualitative
• Quantitative

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Types of Qualitative Research

• Focus groups
• In-depth interviews, VISTA, etc.
• Creativity sessions
• Ad test, Pulseline
• Shoppability studies
• Taste tests/Usage tests
• Advanced Strategy Lab

• Childrens play sessions
• Teleconferencing
• Pilot tests
• Mystery shopper
• Mock juries
• Piggyback groups

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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

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Qualitative Research

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

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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

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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 - cant
  prove a hypothesis

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Activity Research Needs

• Ideas among This Group
• ____________________________
• ____________________________
• ____________________________
• ____________________________
• ____________________________

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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?

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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

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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

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Results Research Needs

• Most Critical among This Group
• ____________________________
• ____________________________
• ____________________________
• ____________________________
• ____________________________

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Qualitative or Quantitative?

• Addressing These Research Needs
• ____________________________
• ____________________________
• ____________________________
• ____________________________
• ____________________________

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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

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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

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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

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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?

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Selecting a Research Partner

• What is the firms reputation?
• What is the firms 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?

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Using Research Results
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Implementing Results

• Improve outreach, messaging, materials
• Improve program
• Show evidence of success
• Get media coverage

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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

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Sample Questionnaires
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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

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Available Resources
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