Identify Information Gaps
Equally important as identifying what you do know in the problem description is
to identify what you don't know. It is a good idea to be familiar with
all of the phases of social marketing before you begin, as well as what type of
decisions are going to be made in each phase. That way, you'll be familiar with
what types of information you will need in future phases. As you work through
the beginning steps of phase 2, formative research, you will identify additional
gaps and analyze them to see which you can fill.