Evidence-based programming forms an integral part of implementation and monitoring for successful delivery of outputs for all PSI Projects. PSI uses field-based evidence and new emerging data for critical interventions to address issues of duplication, gaps, and also program alterations.
Tracking Results Continuously (TRaC)
- PSI collects quantitative data about our social marketing programs by conducting TRaC studies. TRaC is a multi-round survey-based research approach that PSI utilizes to gather information from a representative sample of our target populations. The data collected from TRaC studies allow us to understand characteristics of the groups we work with such as socio demographics, health behaviors, knowledge about health products, and much more. This information is very useful to understand how to best design our social marketing programs as well as to assess if they are effective.
Mapping Access and Performance (MAP)
- PSI assesses its social marketing delivery systems using MAP (Measuring Access and Performance) studies. They are designed to gather evidence on the coverage, quality, equity of access, and efficiency of PSI's product and service delivery systems. PSI uses this evidence to continuously improve its social marketing interventions.
- MAP surveys are derived from traditional private sector distribution surveys using Lot Quality Assurance Sampling (LQAS). The main outputs are indicators of: geographic coverage (i.e. availability), quality of coverage, outlet penetration, and access. In addition, MAP studies provide information on price levels, occurrence of stock-outs, reasons for not stocking a product, and other important information about a distribution network.
Framework for Qualitative Research in Social Marketing (FoQus)
- PSI conducts qualitative research to provide rich, action-oriented evidence for program planners. This evidence helps program planners to develop interventions and health messages that will successfully reach target audiences.
- PSI's "Project FoQus" is qualitative research that emphasizes audience-centered, qualitative methods such as photo narratives, collage-making and theatre presentations, as well as in-depth interviews and small group discussions. FoQus is conducted as a collaborative process between program planners, marketers, researchers and members of the target audience to inform intervention design.
- FoQus most often serves as formative research to develop campaign strategies and messages, and is usually conducted when interventions are being designed or modified. FoQus studies provide insight into how target audience members make health decisions and which messages are likely to resonate to change health behaviors. In certain cases, FoQus is used during program implementation to clarify or redirect program and marketing strategy.
- PSI began training researchers in the FoQus approach to qualitative research in 2008 and scaled up globally in 2009. By 2010, the FoQus approach to qualitative research was well established at PSI, and it continues to evolve.