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Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment by R. Craig Lefebvre

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Chapter 5

Moving from Descriptions of People to Understanding, Empathy, and Insight

A key to success in developing empathy and insight is turning research into conversations. (Image courtesy of Rare.)

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Learning Objectives

  • Discuss how the depth deficit limits the scope of many formative research projects.
  • Identify seven elements for developing a persona.
  • Describe the six core elements of a creative brief.
  • Explain the role of an account planner in a social marketing project.
  • Describe three approaches to formative research that can generate audience insight.

Having built the initial foundation of our program through determining the competitive ...

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