The Analyze step involves studying documentation, research, and past experience. Much of that can be found right here so you can save time and resources by searching this collection. For proper analysis, practitioners need to be able to:
Identify the Communication Issue through the review of existing information and factors that inhibit or help make desired changes.
Conduct an audience and communication analysis for Audience Selection that looks at individual knowledge, attitudes, skills and behaviors, and audience characteristics, as well as media access, social networks, cultural norms, collective efficacy, and community dynamics.
Understand the Programs and Partners in the location of the project by conducting a partner analysis at the community, national and international level. Identifying partners and allies you will enable your program to strengthen its communication interventions.
How to Do Audience Segmentation
Audience segmentation is a key activity within an audience analysis. It is the process of dividing a large audience into smaller groups of people – or segments – who have similar needs, values or characteristics. Segmentation recognizes that different groups will respond differently to social and behavior change communication (SBCC) messages and interventions.
Advanced Audience Segmentation for Social and Behavior Change
Audience segmentation is fundamental to social and behavior change interventions. Segmentation serves to align messages, message delivery channels, products, and services with the needs and preferences of an intended audience to maximize program impact. Segmentation divides a population or market into subgroups that have, or are perceived to have, meaningfully similar characteristics, and significant differences from other subgroups. Audiences may be segmented based on demographic, attributional, psychographic, behavioral, or other key variables. Effective segmentation recognizes that the behavior change problem of interest may vary by segment and that different groups will respond differently to social and behavior change (SBC) approaches.
Formative research is an activity conducted at the beginning of the SBCC project design process. It is used to gain insight into the health issue or behavior the project intends to address; relevant characteristics of primary and secondary audiences; communication access, habits and preferences; and the main drivers of behavior.
Provider Behavior Assessment for Social and Behavior Change
Service providers play several roles within health systems. Their responsibilities may entail, but often are not limited to, client counseling and care, community mobilization and engagement, and managing supplies and logistics. A provider’s ability to perform these tasks effectively may be hindered by barriers within or beyond their immediate sphere of control or influence. A provider’s personal opinions and biases, attitudes and behaviors, capacity and skills, and working conditions may all impact their ability or motivation to deliver quality services.
A creative brief is a short, written document used by project managers and creative professionals to guide the development of creative materials (e.g. drama, film, visual design, narrative copy, advertising, websites, slogans) to be used in communication campaigns. Usually, it is no more than two pages in length, sets the direction, defines the audience(s), focuses on the key messages and shows the desired results for an SBCC campaign or materials.
A situation analysis or environmental analysis is the fundamental first step in the social and behavior change communication change (SBCC) process. It involves a systematic collection and study of health and demographic data, study findings and other contextual information in order to identify and understand the specific health issue to be addressed. It examines the current status of the health issue as well as the social, economic, political and health context in which the health issue exists and establishes the vision for the SBCC program.
A root cause analysis is a process used to identify the primary source of a problem. In social and behavior change communication (SBCC), a root cause analysis is used to examine why there is a difference between the desired state of a health or social issue (vision) and what is happening now (current situation).
A program analysis is the process of looking at an organization’s intended social and behavior change communication (SBCC) program and then identifying enabling and limiting factors to implementing it successfully. A program analysis is used as a planning tool when the program is under development and helps the program team explore various factors that may enhance or constrain the planned SBCC program and then utilizes the findings for program design.