Research and Evaluation

PMC’s programs are guided by thorough audience research. Extensive cultural and value analyses are conducted before the development and implementation of the program.

The formative research process identifies the problems that people are coping with in a particular culture and the obstacles they face in solving these problems. The interviews and focus group discussions provide the writers and producers with culturally relevant information for realistic development of the characters and stroylines.

Preparatory research will include a literature review and qualitative research to help in formulation of program content and emphases. The qualitative research generally consists of focus group discussions and personal interviews with key informants and potential audience members. Similar methods will be used to seek potential audience reaction to the pilot episodes of a serial drama.

During the broadcast of any serial drama and other programs implementing the media strategy, a variety of qualitative research methodologies may be used to assess how audience members are interpreting characters and content. These may include interviews with listening groups and with family members who agree to listen to the programs. Feedback from this research will be given to writers so that appropriate adjustments can be made if the audience is not interpreting characters or messages the way they were intended.

Evaluation research to measure the impact of the programs on knowledge, attitudes, and behavior will be carried out using a baseline study prior to initiation of broadcasts and quantitative surveys of listeners and non-listeners during and after the broadcasts. Areas that do not receive the broadcasts may also be used to serve as comparison areas.

In addition, social and health service providers will be asked to cooperate in gathering information from clients regarding the origin of their decision to seek these services.

If a Demographic and Health Survey is carried out during the time of the media campaign, Macro International has indicated their willingness to consider inclusion of questions in their surveys that would help to verify audience size, attitudes towards the programs, and impact on knowledge and attitudes regarding sexual risk and reproductive health practices.

For more information about PMC’s Research Methods, contact:
Scott Connolly, Research Director, connolly@populationmedia.org