Social Marketing
Nutrition and Physical Activity

Step 3: Choose Data Collection Method(s)

Common Formative Research Methods

Many people gravitate to focus groups. However, don't limit yourself to this method until you have explored other options. Even if focus groups are the best method for collecting your data, consider how to do them. The traditional methodology for focus groups may not always work in your situation. For example, a project that calls for young children as participants may mean limiting the number in a group to 3 or 4. Or, if you want to have a focus group with participants who are geographically separated, you may want to consider telephone or online focus groups.

Also think about the questions you're asking in groups. Focus groups don't usually provide reliable information for quantitative questions like how many fruits and vegetables the participants have eaten or usually eat.