So now I am going to explore research options in social marketing. I think it is amazing how much research it takes to attempt to understand your target audience in a campaign. I also like the idea of pretesting potential strategies on an audience before investing or implementing a campaign. I also began to think about how with a smaller budget you could get the most bang for your buck with your primary research. I found the idea of crowd sourcing very new and exciting so I decided in this post to explore it further.
I discovered through my research that crowd sourcing is a way of obtaining services and ideas by soliciting input from a large group of people, for example an online community. While reading about crowd sourcing it seems the advantages are less cost, faster speed, and good diversity. Those all seem like great strengths for the research portion of a public health campaign.
I found an interesting article of using solicited artists talents to make AED systems more noticeable to people in public spaces. The public was solicited through all forms of media including social media. The participants could submit art or vote on art. There were monetary prizes if your art submitted was popular. I think this is a great idea and a majority of the design work and evaluation of the effectiveness of the design was completed by the public, saving money and time! Here is some of the images of the art submitted below:
The limitations of the crowd sourcing research method was that they could not gauge if there was an increase in public awareness of AEDs in public spaces, or in an increase in the usage of AEDs, or a decrease in cardiac arrest fatalities in public spaces. However I think that as a primary research method and having the product completed at a lower cost and voted on by a large group from the public saved cost and time for the beginning stages of the campaign. From there the campaign planners can move its focus to a target audience where AEDs are not being used and implement the product that was created for less cost.
Another article I discovered was about the effectiveness of testing health communication materials on multilingual populations. With involvement of technology the health information for a crowd sourcing research approach can be communicated via translation to all different languages. It just makes sense to me to develop one crowd sourcing module and to then translate it to whatever language is needed via technology rather than the expense of focus groups which include transportation, interpreter services, supplies etc. This again makes accessing diverse populations cheaper and faster!
I was encouraged from my research about the crowd sourcing for collecting primary data for public health campaigns. I think that with more advancement in technology, and with access to technology becoming more inexpensive and more of a social norm world-wide crowd sourcing will continue to grow and evolve as a primary research source. In the world of public health we need to continue to look for ways where the limited funding will go further. I think this is a great example of a potential way to do that! In the end public health campaigns consist of two main ingredients… Who is listening? and Who is acting?