Analyse, interpret and synthesise data and research findings to inform social marketing strategies
Overview
This standard is about analysing, interpreting and synthesising data and research findings in order to inform strategies in the context of social marketing. This activity may be carried out at any point during the social marketing programme:
- at the beginning to inform the definition of goals and strategic approaches;
- during the programme to monitor progress and inform changes to the strategy; or
- at the end to evaluate the results, identify and share lessons learned.
This standard is for researchers and managerial professionals who analyse, interpret and synthesise data and research findings in order to inform social marketing strategies.
Performance criteria
You must be able to:
- establish the purpose, scope and resources for the analysis interpretation and synthesis and agree these with the key stakeholders
- the relevant stakeholders, target groups, their diverse interests, needs, abilities and preferences
- confirm the time scale and the formats for the analysis and interpretations to be presented
- identify the resources available for the analysis, interpretation and synthesis
- identify and obtain the data and research findings that are relevant to the purpose of the analysis
- identify the methods, tools and techniques for analysis, interpretation and synthesis and evaluate their suitability and reliability
- use the relevant methods, tools and techniques to analyse the research findings to develop understanding of, and insights into, the areas of interest
- provide interpretations of the analysis which capture the insights and areas where data research findings did not achieve an outcome
- iterate between analysis and interpretations to develop deeper understanding and insight of the research outcomes
- engage the target groups and key stakeholders to test your analysis and interpretations, ensuring the vulnerable and hard-to-reach groups are involved
- design and conduct situational analysis and formative research, employing mixed methodologies
- understand the current audience barriers and benefits, as well as competing behaviours and direct and indirect competition
- compare your interpretations with what colleagues produced in similar areas of work
- identify any issues in carrying out the analysis and take action to address these
- record your analysis and interpretations in the format which facilitates the agreed purposes
- reflect and evaluate your own practice in relation to the quality of research
- assess the risks associated with assumptions underpinning your analysis and interpretations
- present your analysis and interpretations in the agreed format and the time scales, respecting the confidentiality and sensitivity of information
- ensure compliance with the legal, organisational, code of practice requirements and policies relevant to your role, your organisation and the activities being carried out
Knowledge and Understanding
You need to know and understand:
- the purpose, scope and resources for the analysis interpretation and synthesis of the research programme
- the current and emerging trends and developments in the sector internationally, nationally and locally
- the relevant formats and time scales for presentation of research analysis and interpretations
- the relevant data resources for the analysis, interpretation and synthesis
- the target groups, their diverse interests, needs, abilities and preferences
- the principles, methods, tools and techniques for analysis, interpretations and synthesis of data and research findings
- how to capture the insights from analysis and interpretations
- the social marketing compatible marketing mix models
- your organisation's procedures for dealing with difficulties in carrying out the synthesis, analysis or interpretation
- why it is important to test the results or your analysis and interpretations through engagement with the target groups and key stakeholders
- how to handle sensitive and confidential information and the organisations requirements for dealing with sensitive and confidential information
- the risk assessment of assumptions underpinning your analysis and interpretations
- the importance of reflection and evaluation in improving your own practice
- the relevant verification and evaluation methods of interpretations against the programme requirements
- how to ensure the research findings conform to the purpose and scope of the research programme
- the relevant reporting procedures for research findings to inform the social marketing strategies
- the social marketing principles, ethical principles, concepts, theories and techniques
- the legal, organisational, code of practice requirements and policies relevant to your role, your organisation and the activities being carried out
Scope/range
Scope Performance
Scope Knowledge
Values
Behaviours
Skills
Glossary
Data
This means raw facts which have not been interpreted in any way to give them meaning.
Research findings
This means the outcomes of research into theories and evidence about what motivates, inhibits and influences particular behaviours amongst defined target groups(s). As used in the standards, "social marketing programme" encompasses longer-term (3 years) programmes, medium-term (1-3 years) campaigns and short-term (<1 year) targeted initiatives.
Research methods
These can be qualitative (e.g., focus groups, interviews), quantitative (e.g., experiments, surveys), or these can be mixed designs that combine both qualitative and quantitative methods. Mixed method designs provide researchers with a rigorous approach to answering research questions.
Purpose
This is the reason why the research is being carried out. The purpose can be discovered by asking the question: what are the decisions the research is designed to inform?
Scope
This includes both target groups and the behaviours to be addressed.
Resources
This includes: physical (premises, equipment, consumables, energy); financial; human (whether paid or unpaid, internal or external); information
Stakeholders
These include all those involved in, or affected by, the social marketing strategy and the issues it is seeking to address.
Links To Other NOS
External Links
Academic Competencies in Social Marketing developed and approved by International Social Marketing Association (iSMA), European Social Marketing Association (ESMA), Australian Association of Social Marketing (AASM). https://socialmarketing.blogs.com/rcraiiglefebvres_social/2014/09/academic-competencies-for-social-marketing.html
Social Marketing Statement of Ethics: https://www.instructus-skills.org/documents/SM%20statement%20of%20ethics%20FINAL%2006032020.pdf
Global Consensus of Social Marketing Principles, Concepts and Techniques by ESMA, AAS, SMANA, iSMA: https://europeansocialmarketing.org/wp-content/uploads/2017/08/ESMA-endorsed-Consensus-Principles-and-concepts-paper.pdf