How to Conduct Qualitative Formative Research for SBCC Program

Introduction 

What is Qualitative Research?

Qualitative or formative research is an activity conducted at the start of the Social Behavior Change Communication (SBCC) project design process. Qualitative research is a key step in order to create program materials, tools and approaches that are culturally appropriate given the local context.  Qualitative methods collect data and answers questions such as why and how and, although it provides rich detail, it is not meant to generalize to an entire population or intended audience. 

Why conduct Qualitative Research?

Qualitative research is used to gain insight into the health issue or behavior the project intends to address; relevant characteristics of primary and secondary audiences; communication access, habits and preferences; and the main factors that hinder and drive behavior.  Qualitative methods may be used when program planners need to get an understanding of the attitudes, habits and behaviors of their audience but do not need to estimate the proportion of the attitudes, beliefs or knowledge levels in the population. 

It is critical to conduct qualitative research before implementing any SBCC program because without it you cannot know your intended audience, their current level of knowledge, their beliefs and attitudes, the channels through which they receive and act on information and the barriers to adopting new health behaviors.  Any program development must begin with the audience and not be designed in isolation, removed from the intended audience. 

Who should Conduct Qualitative Research?

Qualitative research should be developed by the research staff in close collaboration with program staff and any government or NGO counterparts who are designing the program and have clear knowledge of the program goals and objective.  Once designed, using qualitative methods requires certain skills in interviewing or conducting group discussions and an understanding of what the program needs to know about its audience in order to design appropriate strategies and materials to achieve the intended results.

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