A targeted, effective social marketing effort begins with solid, science-based research. Formative research helps your organization find its audience; understand the needs and interests of the audience; and design programs, services, and products that address those needs.

Aimed at improving an organization’s activities, formative research calls for rethinking assumptions and obtaining feedback about activities. Formative research is challenging work. It demands flexibility to explore and to understand not only existing conditions but also underlying dynamics. Yet, to answer the perennial question, “Compared to what?”, formative researchers must pay careful attention to design. Moreover, formative research must be thorough, often requiring a number of well-orchestrated inquiries to uncover differences of opinion and to look closely at certain audiences.

Macro uses a variety of formative research methods, including focus group discussions, in-depth interviews, market assessments, and needs assessments, to ensure that your project begins on target and stays focused on its audience.