Social Marketing
Nutrition and Physical Activity


Step 4: Gather Credible Evidence

photo of a stopwatchOne addition to the data collection in phase 5 is the use of indicators, which were not part of your formative research data collection. An indicator is a description of a characteristic or change you expect you see that shows progress you are making toward achieving a specific outcome. In other words, it is what you will measure. Some examples include

  • Minutes of physical activity.
  • Amount of fruits and vegetables consumed.
  • Number of volunteers.

In addition to your indicator, you may want to develop a "performance indicator," which is a goal for each indicator. This sets the bar for what will count as success; for example, 15% increase in minutes of physical activity per day; 2 cups of fruits and vegetables per day; 25 total volunteers.