Course Overview
Social Marketing Basics
Phase 1
Phase 2
Module 3
Module 4
Module 5
Module 6

Step 1: Analyze Information Gaps

III: Behavior

Benefits and Barriers
Other areas for potential information gaps are the benefits and barriers to behavior change. Phase 2 is the time where you will check in with the audience to determine what they might value about the desired behavior and what might make it more difficult for them to adopt. You may have identified some benefits and barriers during phase 1. Now is the time to check those assumptions with members of the target audience. Are they accurate, or do they need to be refined as well? Also, think realistically about which barriers and benefits you can address and which you will have little or no ability to modify with your program.