Multi-Phase Research and Planning Methodology
Creating meaningful communication and influencing behaviour has become ever more challenging, as the sheer volume of communication continues to grow in the 21st Century. Truly effective communication needs to not merely connect with the appropriate audience, but also influence this audience towards a specific, strategic end. In the case of commercial marketing or election campaigns, the objectives are clear: to increase sales or win elections.
However, often the desired outcome of an intervention is not obvious. The BDI Methodology is designed as an end-to-end approach to designing effective communication and influence plans, even in these ambiguous cases. The diagram below represents the four phases of the BDI Methodology. Starting with an Objective, the three initials phases are SCP, TAA and CIS, which is followed by an Intervention. The subsequent change in the audience is then assessed during the fourth and final phase, AB-MOE. Please investigate the diagram to learn more.
Strategic Communication Planning (SCP)
is the process of exploring the problem to be addressed and formally structuring the problem space. This is achieved by identifying key groups, behaviours and audiences that are related to the behavioural ojectives — known as a Desired or Non-Desired Behaviour(s) (DB or NDB respectively). SCP is the first phase, and:
- Incorporates client objectives to guide research planning.
- Structures the Problem Space using Systems Modelling techniques.
- Selects prospective Target Audiences (TA) using Research Parameters drawn from across the behavioural sciences.
Target Audience Analysis (TAA)
is the use of using targeted, field-based research to understand and analyse Target Audiences (TAs). TAA is the second phase and:
- Investigates psychosocial Research Parameters of Target Audiences (TA).
- Applies well-honed field-based research methods to a given research environment.
- Combines in-person and online collection methods to develop a Target Audience Profile (TAP).
- Applies a range of empirical tools, including quantitative research, polling, qualitative field work, focus groups and expert elicitation techniques.
Campaign Intervention Strategy (CIS)
is the process of using a Target Audience Profile (TAP) and data from TAA to develop a strategy for influencing behaviour. This includes the planning of an appropriate communication campaign, and testing recommendations using system models developed during Phase I (SCP) and Phase II (TAA). CIS is the third phase and:
- Synthesizes and analyses results of multi-method field-based research.
- Revises and populates models developed during Phase I (SCP).
- Provides an evaluation framework for comparing the system-wide impact of a given intervention.
- Delivers intervention guidelines and campaign plans that ensure the most targeted campaign, delivered through the right means, for maximum expected utility vis-à-vis client objectives.
Audience-Based Measures of Effectiveness (AB-MOE)
is the process of assessing the efficacy of a behavioural change intervention after it has been implemented. This includes the repeat collection of audience data and comparison of changes against criteria established during Phase I (SCP). AB-MOE is the fourth and final phase of the Methodology, occurring after implementation, and:
- Utilises the evaluation model designed in Phases I and III to assess the intervention results.
- Provides a rigorous evaluation to help determine the Return on Investment (ROI) on the money spent.
Methodology
Watch a brief video introduction to the Methodology.
Material
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