Formative Research Process
It may be helpful to separate formative research into smaller rounds instead
of trying to answer all the questions at once. Later rounds can build on
information from earlier rounds. For example, some planners have used one round
of formative research to help them determine a target audience, and
then a second round to probe more deeply into that audience's thoughts and
More than one round of formative research sounds expensive, but it doesn't have to be. You may want to spend money on one round, but then try to do another without spending any additional money by using in-house experts, or doing something less formal but still structured.
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