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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 feelings.

Regardless of whether you choose to do one round or multiple rounds, the steps for formative research remain the same. If you do multiple rounds, you would just repeat the necessary steps for each round.

Limited Resources?Limited Resources?

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.