Introduction
Chapter
7
Researching your target audience: Why do people do what they do?
In Chapter 6, we introduced you to the Deep Dive phase of The Method, where we delve into our audience/s beliefs and behaviours. In Chapter 7 - available below - we discuss the importance of choosing the right research method to engage with our audience/s and gather the insights and data we need to move forward our interventions.
Why do people do what they do?
How do we find out what motivates or prevents a target audience from engaging in a desired behaviour? By conducting audience research.
In Chapter 7 - available right - we introduce you to a selection of tools that are commonly used to engage with various audiences. We explore the pros and cons of these tools and provide practical tips on how to better understand why people do the things they do.
Further resources
Influences, further reading and blog posts related to this chapter.
SoGoSurvey
Best Practices in Survey Design (video).
The good, the bad and the ugly in survey design
Have a go at our special survey and think about how you would improve it.
Essentials of research methods: A guide to social science research.
A concise and accessible introduction to research methods used in the social sciences. The book, written by Janet M. Ruane, encourages the reader to use their experiences of everyday life to understand and perform research methods.
The Interview Research Method
This simple but practical guide by Dr. Saul McLeod explains how different types of questions can be used to generate different types of data.
How to use mixed methods research
Mixing data sets can give a better understanding of the problem and yield more complete evidence (depth and breadth). It can also strengthen findings. This article explores the philosophical underpinnings of these mixed methodologies.
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